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The difference between the forgettable and the enduring is artistry.

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
Forgettable
Artistry
Enduring
Endure
Difference
Differences

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A principle isn't a principle until it costs you something.
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Advertising doesn't create a product advantage. It can only convey it.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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Creativity is the most practical thing a businessman can employ.
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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.
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It's not just what you say that stirs people. It's the way that you say it.
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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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.
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The most powerful element in advertising is the truth.
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