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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
Facts
Life
Adverts
Advertising
Design
Dead
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Jobs

More quotes by William Bernbach

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Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
William Bernbach
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
William Bernbach
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
William Bernbach
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Research can trap you into the past.
William Bernbach
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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.
William Bernbach
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
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Imitation can be commercial suicide.
William Bernbach
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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.
William Bernbach
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A principle isn't a principle until it costs you something.
William Bernbach
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Advertising is the art of persuasion.
William Bernbach
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I warn you against believing that advertising is a science.
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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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.
William Bernbach
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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?
William Bernbach
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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.
William Bernbach