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The heart of creativity is discipline.

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
Discipline
Creativity
Heart

More quotes by William Bernbach

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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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Creativity is the most practical thing a businessman can employ.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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.
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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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If your advertising goes unnoticed, everything else is academic!
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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Don't confuse good taste with the absence of taste.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Advertising is the art of persuasion.
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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.
William Bernbach
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Advertising doesn't create a product advantage. It can only convey it.
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The difference between the forgettable and the enduring is artistry.
William Bernbach
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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.
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In communications, familiarity breeds apathy.
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
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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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A principle isn't a principle until it costs you something.
William Bernbach