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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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Products
Present
Story
Simple
Stories
Persuasive
Find
Articulate
Way
Product
Intelligent

More quotes by 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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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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.
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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Creativity is the most practical thing a businessman can employ.
William Bernbach
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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
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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.
William Bernbach
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Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
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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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Research can trap you into the past.
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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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.
William Bernbach
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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
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In advertising, not to be different is virtually suicidal.
William Bernbach
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In communications, familiarity breeds apathy.
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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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
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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.
William Bernbach