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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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
Like
Analysis
Advertising
Disappear
Logic
Emotion
Idea
Sterilize
Ideas
Analyse
Love
Disappears
More quotes by William Bernbach
It's not just what you say that stirs people. It's the way that you say it.
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I warn you against believing that advertising is a science.
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Nobody counts the number of ads you run they just remember the impression you make.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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You cannot sell a man who isn't listening word of mouth is the best medium of all and dullness won't sell your product, but neither will irrelevant brilliance.
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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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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Research can trap you into the past.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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The heart of creativity is discipline.
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A principle isn't a principle until it costs you something.
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Properly practiced creativity can make one ad do the work of ten.
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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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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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If your advertising goes unnoticed, everything else is academic!
William Bernbach
If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
