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

More quotes by 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.
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In advertising, not to be different is virtually suicidal.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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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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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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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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Word of mouth is the best medium of all.
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Because an appeal makes logical sense is no guarantee that it will work.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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The heart of creativity is discipline.
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Persuasion is not a science but an art
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Imitation can be commercial suicide.
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The difference between the forgettable and the enduring is artistry.
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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