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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.
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
People
Creative
Success
Artistry
Moving
Insight
Nature
Fail
Human
Touch
Humans
Succeed
Without
Failing
Men
Move
More quotes by 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
In communications, familiarity breeds apathy.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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.
William Bernbach
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
William Bernbach
Imitation can be commercial suicide.
William Bernbach
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
Advertising is the art of persuasion.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Creativity is the most practical thing a businessman can employ.
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The heart of creativity is discipline.
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
You cannot sell a man who isn't listening word of mouth is the best medium of all and dullness won't sell your product, but neither will irrelevant brilliance.
William Bernbach
Don't confuse good taste with the absence of taste.
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
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
