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Rules are what the artist breaks the memorable never emerged from a formula.
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
Artist
Emerged
Never
Formula
Formulas
Breaks
Memorable
Rules
Design
Break
More quotes by William Bernbach
Properly practiced creativity can make one ad do the work of ten.
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A principle isn't a principle until it costs you something.
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Don't confuse good taste with the absence of taste.
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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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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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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.
William Bernbach
I warn you against believing that advertising is a science.
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Today's smartest advertising style is tomorrow's corn.
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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.
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Our job is to bring the dead facts to life.
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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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