Quote

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

Change background

T
T
T

Change font

TAGS & TOPICS

William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Creativity
Lift
Swamp
Design
Properly
Swamps
Results
Achieved
Sameness
Greater
Lifts
Persuasive
Must
Believed
Economically
Make
Accepted
Practiced
Claims
Sales
Result
Urgent

More quotes by William Bernbach

Image
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Image
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
Image
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
Image
Imitation can be commercial suicide.
William Bernbach
Image
Persuasion is not a science but an art
William Bernbach
Image
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
William Bernbach
Image
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
Image
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Image
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
Image
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Image
Our job is to bring the dead facts to life.
William Bernbach
Image
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
Image
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
Image
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
Image
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
Image
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
Image
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
Image
Advertising is the art of persuasion.
William Bernbach
Image
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
Image
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