Quote

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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Another
Trap
Past
Ads
Thing
Traps
Good
Isolation
Research
Design
Moment
Moments

More quotes by William Bernbach

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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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Rules are what the artist breaks the memorable never emerged from a formula.
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Our job is to bring the dead facts to life.
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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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Creativity is the most practical thing a businessman can employ.
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Nobody counts the number of ads you run they just remember the impression you make.
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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.
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I warn you against believing that advertising is a science.
William Bernbach
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If your advertising goes unnoticed, everything else is academic!
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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Advertising is the art of persuasion.
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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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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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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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.
William Bernbach
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Adapt your techniques to an idea, not an idea to your techniques.
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.
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A principle isn't a principle until it costs you something.
William Bernbach