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Creativity is the most practical thing a businessman can employ.

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
Employ
Businessman
Practicals
Practical
Creativity
Thing

More quotes by William Bernbach

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The heart of creativity is discipline.
William Bernbach
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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.
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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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
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Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
William Bernbach
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
William Bernbach
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
William Bernbach
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
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An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
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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.
William Bernbach
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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
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If your advertising goes unnoticed, everything else is academic!
William Bernbach
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Word of mouth is the best medium of all.
William Bernbach
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Imitation can be commercial suicide.
William Bernbach
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Advertising is the art of persuasion.
William Bernbach
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Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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Rules are what the artist breaks the memorable never emerged from a formula.
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