Quote

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
Need
Cultivate
Right
Seed
Needs
Soil
Good
Seeds
Thinking
Flower
True
Wells
Well
Blossom

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The most powerful element in advertising is the truth.
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Persuasion is not a science but an art
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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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I warn you against believing that advertising is a science.
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Research can trap you into the past.
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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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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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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.
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The difference between the forgettable and the enduring is artistry.
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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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Advertising doesn't create a product advantage. It can only convey it.
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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.
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Properly practiced creativity can make one ad do the work of ten.
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If your advertising goes unnoticed, everything else is academic!
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Don't confuse good taste with the absence of taste.
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A principle isn't a principle until it costs you something.
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The heart of creativity is discipline.
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Creativity is the most practical thing a businessman can employ.
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Our job is to bring the dead facts to life.
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Advertising is the art of persuasion.
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