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A principle isn't a principle until it costs you something.

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
Costs
Principle
Cost
Principles
Something

More quotes by William Bernbach

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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.
William Bernbach
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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
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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
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Advertising is the art of persuasion.
William Bernbach
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Properly practiced creativity can make one ad do the work of ten.
William Bernbach
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If your advertising goes unnoticed, everything else is academic!
William Bernbach
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
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Imitation can be commercial suicide.
William Bernbach
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The heart of creativity is discipline.
William Bernbach
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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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Word of mouth is the best medium of all.
William Bernbach
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Nobody counts the number of ads you run they just remember the impression you make.
William Bernbach
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Research can trap you into the past.
William Bernbach
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Persuasion is not a science but an art
William Bernbach
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
William Bernbach
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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.
William Bernbach
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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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