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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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Creativity
Lasts
Last
May
Legally
Wells
Competitors
Well
Unfair
Take
Allowed
Advantage
More quotes by William Bernbach
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
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
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?
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
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
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
Advertising is the art of persuasion.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
Don't confuse good taste with the absence of taste.
William Bernbach
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.
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Advertising doesn't create a product advantage. It can only convey it.
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It's not just what you say that stirs people. It's the way that you say it.
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Our job is to bring the dead facts to life.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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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
Creativity is the most practical thing a businessman can employ.
William Bernbach
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