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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Sense
Makes
Work
Guarantee
Appeal
Guarantees
Appeals
Logical
More quotes by William Bernbach
You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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Today's smartest advertising style is tomorrow's corn.
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Properly practiced creativity can make one ad do the work of ten.
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Word of mouth is the best medium of all.
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Rules are what the artist breaks the memorable never emerged from a formula.
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Nobody counts the number of ads you run they just remember the impression you make.
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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
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The heart of creativity is discipline.
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If your advertising goes unnoticed, everything else is academic!
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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Advertising doesn't create a product advantage. It can only convey it.
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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Advertising is the art of persuasion.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Imitation can be commercial suicide.
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