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

More quotes by 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.
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I warn you against believing that advertising is a science.
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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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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.
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Word of mouth is the best medium of all.
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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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Rules are what the artist breaks the memorable never emerged from a formula.
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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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It's not just what you say that stirs people. It's the way that you say it.
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
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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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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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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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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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Imitation can be commercial suicide.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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In communications, familiarity breeds apathy.
William Bernbach
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Properly practiced creativity can make one ad do the work of ten.
William Bernbach