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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
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
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
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
Our job is to bring the dead facts to life.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
If your advertising goes unnoticed, everything else is academic!
William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
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.
William Bernbach
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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
A principle isn't a principle until it costs you something.
William Bernbach
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
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
I warn you against believing that advertising is a science.
William Bernbach
In advertising, not to be different is virtually suicidal.
William Bernbach
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
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
Research can trap you into the past.
William Bernbach
