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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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
Real
Giants
Always
Realms
Men
Poets
Poet
Design
Imagination
Facts
Jumped
Ideas
Realm
More quotes by William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
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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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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Research can trap you into the past.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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Because an appeal makes logical sense is no guarantee that it will work.
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
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.
William Bernbach
The heart of creativity is discipline.
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.
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I warn you against believing that advertising is a science.
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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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It's not just what you say that stirs people. It's the way that you say it.
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Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
In communications, familiarity breeds apathy.
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Don't confuse good taste with the absence of taste.
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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
If your advertising goes unnoticed, everything else is academic!
William Bernbach
Advertising is the art of persuasion.
William Bernbach
