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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
Human
Touch
Humans
Succeed
Without
Failing
Men
Move
People
Creative
Success
Artistry
Moving
Insight
Nature
Fail

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Rules are what the artist breaks the memorable never emerged from a formula.
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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.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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Today's smartest advertising style is tomorrow's corn.
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Our job is to bring the dead facts to life.
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In advertising, not to be different is virtually suicidal.
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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 difference between the forgettable and the enduring is artistry.
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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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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.
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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.
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Imitation can be commercial suicide.
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In communications, familiarity breeds apathy.
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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.
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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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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.
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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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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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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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