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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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
Last
May
Legally
Wells
Competitors
Well
Unfair
Take
Allowed
Advantage
Creativity
Lasts
More quotes by William Bernbach
I warn you against believing that advertising is a science.
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Properly practiced creativity can make one ad do the work of ten.
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Imitation can be commercial suicide.
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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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Rules are what the artist breaks the memorable never emerged from a formula.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Advertising doesn't create a product advantage. It can only convey it.
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Research can trap you into the past.
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Nobody counts the number of ads you run they just remember the impression you make.
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The most powerful element in advertising is the truth.
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Word of mouth is the best medium of all.
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Advertising is the art of persuasion.
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It's not just what you say that stirs people. It's the way that you say it.
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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 communications, familiarity breeds apathy.
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Today's smartest advertising style is tomorrow's corn.
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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.
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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.
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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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