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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
Competitors
Wells
Unfair
Well
Allowed
Take
Advantage
Creativity
Lasts
More quotes by William Bernbach
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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The difference between the forgettable and the enduring is artistry.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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Nobody counts the number of ads you run they just remember the impression you make.
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Imitation can be commercial suicide.
William Bernbach
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
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.
William Bernbach
In communications, familiarity breeds apathy.
William Bernbach
The most powerful element in advertising is the truth.
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.
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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A principle isn't a principle until it costs you something.
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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
Rules are what the artist breaks the memorable never emerged from a formula.
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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
For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
