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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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
Men
Poets
Poet
Design
Imagination
Facts
Jumped
Ideas
Realm
Real
Giants
Always
Realms
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Today's smartest advertising style is tomorrow's corn.
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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.
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I warn you against believing that advertising is a science.
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Creativity is the most practical thing a businessman can employ.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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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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The heart of creativity is discipline.
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Adapt your techniques to an idea, not an idea to your techniques.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Because an appeal makes logical sense is no guarantee that it will work.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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.
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Advertising doesn't create a product advantage. It can only convey it.
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Our job is to bring the dead facts to life.
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