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I warn you against believing that advertising is a science.

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
Believe
Warn
Believing
Advertising
Design
Science

More quotes by William Bernbach

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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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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 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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Research can trap you into the past.
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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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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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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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Today's smartest advertising style is tomorrow's corn.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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Advertising is the art of persuasion.
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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
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Word of mouth is the best medium of all.
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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.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
William Bernbach
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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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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
William Bernbach
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach