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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.
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
True
Wells
Well
Blossom
Need
Cultivate
Right
Seed
Needs
Soil
Good
Seeds
Thinking
Flower
More quotes by William Bernbach
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.
William Bernbach
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
The most powerful element in advertising is the truth.
William Bernbach
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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I warn you against believing that advertising is a science.
William Bernbach
Our job is to bring the dead facts to life.
William Bernbach
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
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.
William Bernbach
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
It's not just what you say that stirs people. It's the way that you say it.
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Word of mouth is the best medium of all.
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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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Properly practiced creativity can make one ad do the work of ten.
William Bernbach
The difference between the forgettable and the enduring is artistry.
William Bernbach
A principle isn't a principle until it costs you something.
William Bernbach
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
