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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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Imitation can be commercial suicide.
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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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Advertising doesn't create a product advantage. It can only convey it.
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In advertising, not to be different is virtually suicidal.
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Properly practiced creativity can make one ad do the work of ten.
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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.
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Today's smartest advertising style is tomorrow's corn.
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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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Because an appeal makes logical sense is no guarantee that it will work.
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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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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
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Adapt your techniques to an idea, not an idea to your techniques.
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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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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Advertising is the art of persuasion.
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I warn you against believing that advertising is a science.
William Bernbach
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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.
William Bernbach
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Research can trap you into the past.
William Bernbach
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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.
William Bernbach