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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
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
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
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
Imitation can be commercial suicide.
William Bernbach
Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
William Bernbach
Our job is to bring the dead facts to life.
William Bernbach
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
William Bernbach
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
In communications, familiarity breeds apathy.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
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
Today's smartest advertising style is tomorrow's corn.
William Bernbach
Creativity is the most practical thing a businessman can employ.
William Bernbach
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
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
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
In advertising, not to be different is virtually suicidal.
William Bernbach
If your advertising goes unnoticed, everything else is academic!
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
