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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.
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
Public
Forget
Measuring
Mold
Statistics
Busy
Listening
Create
Opinion
More quotes by William Bernbach
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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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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Because an appeal makes logical sense is no guarantee that it will work.
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Advertising doesn't create a product advantage. It can only convey it.
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If your advertising goes unnoticed, everything else is academic!
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A principle isn't a principle until it costs you something.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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The heart of creativity is discipline.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Imitation can be commercial suicide.
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Nobody counts the number of ads you run they just remember the impression you make.
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Creativity is the most practical thing a businessman can employ.
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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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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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Rules are what the artist breaks the memorable never emerged from a formula.
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Research can trap you into the past.
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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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The most powerful element in advertising is the truth.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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.
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