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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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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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In communications, familiarity breeds apathy.
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I warn you against believing that advertising is a science.
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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.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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.
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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.
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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.
William Bernbach
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Rules are what the artist breaks the memorable never emerged from a formula.
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Research can trap you into the past.
William Bernbach
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The difference between the forgettable and the enduring is artistry.
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
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Imitation can be commercial suicide.
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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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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
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
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Persuasion is not a science but an art
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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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.
William Bernbach