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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
Idea
Sterilize
Ideas
Analyse
Love
Disappears
Like
Analysis
Advertising
Disappear
Logic
Emotion
More quotes by William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
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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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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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Creativity is the most practical thing a businessman can employ.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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Don't confuse good taste with the absence of taste.
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Advertising is the art of persuasion.
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The most powerful element in advertising is the truth.
William Bernbach
Research can trap you into the past.
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I warn you against believing that advertising is a science.
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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
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Imitation can be commercial suicide.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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It's not just what you say that stirs people. It's the way that you say it.
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Today's smartest advertising style is tomorrow's corn.
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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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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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