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

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Imitation can be commercial suicide.
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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.
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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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A principle isn't a principle until it costs you something.
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The difference between the forgettable and the enduring is artistry.
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In communications, familiarity breeds apathy.
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Properly practiced creativity can make one ad do the work of ten.
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Today's smartest advertising style is tomorrow's corn.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Our job is to bring the dead facts to life.
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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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Advertising doesn't create a product advantage. It can only convey it.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Creativity is the most practical thing a businessman can employ.
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Adapt your techniques to an idea, not an idea to your techniques.
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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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