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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
Men
Poets
Poet
Design
Imagination
Facts
Jumped
Ideas
Realm
Real
Giants
Always
Realms
More quotes by William Bernbach
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.
William Bernbach
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
Research can trap you into the past.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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.
William Bernbach
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
I warn you against believing that advertising is a science.
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
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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Creativity is the most practical thing a businessman can employ.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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In advertising, not to be different is virtually suicidal.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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.
William Bernbach
A principle isn't a principle until it costs you something.
William Bernbach
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
