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William Bernbach Quotes
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Today’s smartest advertising style is tomorrow’s corn (William Bernbach Quotes)
Our job is to bring the dead facts to life (William Bernbach Quotes)
Nobody counts the number of ads you run; they just remember the impression you make (William Bernbach Quotes)
In this very real world, good doesn’t drive out evil. Evil doesn’t drive out good. But the energetic displaces the passive (William Bernbach Quotes)
No matter how skillful you are, you can’t invent a product advantage that doesn’t exist. And if you do, and it’s just a gimmick, it’s going to fall apart anyway (William Bernbach Quotes)
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull? (William Bernbach Quotes)
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 Quotes)
We don’t ask research to do what it was never meant to do, and that is to get an idea (William Bernbach Quotes)
An idea can turn to dust or magic, depending on the talent that rubs against it (William Bernbach Quotes)
A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad (William Bernbach Quotes)
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 Quotes)
There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules... but there’s one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion (William Bernbach Quotes)
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 (William Bernbach Quotes)
Good advertising does not just circulate information. It penetrates the public mind with desires and belief (William Bernbach Quotes)
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 Quotes)
It may well be that creativity is the last unfair advantage we’re legally allowed to take over our competitors (William Bernbach Quotes)
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 Quotes)
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 Quotes)
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 Quotes)
The world has progressed to the point where it’s most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion... We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes (William Bernbach Quotes)
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 Quotes)
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas (William Bernbach Quotes)
Never do anything yourself that you can hire someone else to do, especially if they can do it better (William Bernbach Quotes)
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 Quotes)
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