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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
Rules
Design
Break
Artist
Emerged
Never
Formula
Formulas
Breaks
Memorable

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The difference between the forgettable and the enduring is artistry.
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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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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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If your advertising goes unnoticed, everything else is academic!
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Advertising is the art of persuasion.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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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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Advertising doesn't create a product advantage. It can only convey it.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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I warn you against believing that advertising is a science.
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Adapt your techniques to an idea, not an idea to your techniques.
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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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