Phrase by 'William Bernbach'
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Our job is to bring the dead facts to life.
Author: William Bernbach - American BusinessmanLife , Job , Dead , Facts
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.
Author: William Bernbach - American BusinessmanYou , Moment , Good , Past
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.
Author: William Bernbach - American BusinessmanYou , Matter , Fall , Product
I warn you against believing that advertising is a science.
Author: William Bernbach - American BusinessmanYou , Science , Against , Advertising
We don't ask research to do what it was never meant to do, and that is to get an idea.
Author: William Bernbach - American BusinessmanNever , Research , Get , Ask
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