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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
Need
Cultivate
Right
Seed
Needs
Soil
Good
Seeds
Thinking
Flower
True
Wells
Well
Blossom
More quotes by William Bernbach
Properly practiced creativity can make one ad do the work of ten.
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.
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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.
William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
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If your advertising goes unnoticed, everything else is academic!
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
In advertising, not to be different is virtually suicidal.
William Bernbach
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.
William Bernbach
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Because an appeal makes logical sense is no guarantee that it will work.
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.
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Advertising doesn't create a product advantage. It can only convey it.
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Advertising is the art of persuasion.
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Word of mouth is the best medium of all.
William Bernbach
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
Nobody counts the number of ads you run they just remember the impression you make.
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A principle isn't a principle until it costs you something.
William Bernbach