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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
Practicals
Practical
Creativity
Thing
Employ
Businessman

More quotes by William Bernbach

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Properly practiced creativity can make one ad do the work of ten.
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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
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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.
William Bernbach
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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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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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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
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Persuasion is not a science but an art
William Bernbach
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Advertising is the art of persuasion.
William Bernbach
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A principle isn't a principle until it costs you something.
William Bernbach
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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.
William Bernbach
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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
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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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In advertising, not to be different is virtually suicidal.
William Bernbach
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The difference between the forgettable and the enduring is artistry.
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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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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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach