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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
Form
Esoteric
Thing
Employ
Men
Obscure
Life
Practicals
Practical
Creativity
Business
Art

More quotes by 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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Research can trap you into the past.
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In communications, familiarity breeds apathy.
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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.
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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?
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Nobody counts the number of ads you run they just remember the impression you make.
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Because an appeal makes logical sense is no guarantee that it will work.
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Today's smartest advertising style is tomorrow's corn.
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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.
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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.
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If your advertising goes unnoticed, everything else is academic!
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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Don't confuse good taste with the absence of taste.
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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The difference between the forgettable and the enduring is artistry.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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