Quote

Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.

William Bernbach

Change background

T
T
T

Change font

TAGS & TOPICS

William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Thing
Employ
Men
Obscure
Life
Practicals
Practical
Creativity
Business
Art
Form
Esoteric

More quotes by William Bernbach

Image
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
Image
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
Image
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
Image
Advertising is the art of persuasion.
William Bernbach
Image
Persuasion is not a science but an art
William Bernbach
Image
In communications, familiarity breeds apathy.
William Bernbach
Image
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
Image
The heart of creativity is discipline.
William Bernbach
Image
Don't confuse good taste with the absence of taste.
William Bernbach
Image
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
Image
We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
William Bernbach
Image
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Image
Creativity is the most practical thing a businessman can employ.
William Bernbach
Image
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
Image
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
Image
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Image
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
Image
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
Image
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Image
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