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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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It's not just what you say that stirs people. It's the way that you say it.
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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.
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Properly practiced creativity can make one ad do the work of ten.
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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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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.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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In advertising, not to be different is virtually suicidal.
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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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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
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Adapt your techniques to an idea, not an idea to your techniques.
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Research can trap you into the past.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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Advertising doesn't create a product advantage. It can only convey it.
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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Persuasion is not a science but an art
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The difference between the forgettable and the enduring is artistry.
William Bernbach