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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Nobody counts the number of ads you run they just remember the impression you make.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Our job is to bring the dead facts to life.
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Don't confuse good taste with the absence of taste.
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Advertising is fundamentally persuasion and persuasion happens to be 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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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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Advertising doesn't create a product advantage. It can only convey it.
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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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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
William Bernbach
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Rules are what the artist breaks the memorable never emerged from a formula.
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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.
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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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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
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If your advertising goes unnoticed, everything else is academic!
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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