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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
Design
Break
Artist
Emerged
Never
Formula
Formulas
Breaks
Memorable
Rules
More quotes by William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
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.
William Bernbach
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
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
Research can trap you into the past.
William Bernbach
Imitation can be commercial suicide.
William Bernbach
For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
William Bernbach
Our job is to bring the dead facts to life.
William Bernbach
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.
William Bernbach
In advertising, not to be different is virtually suicidal.
William Bernbach
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
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
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
Don't confuse good taste with the absence of taste.
William Bernbach
The heart of creativity is discipline.
William Bernbach
Word of mouth is the best medium of all.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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
