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

More quotes by William Bernbach

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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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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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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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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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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.
William Bernbach
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Advertising is the art of persuasion.
William Bernbach
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Advertising doesn't create a product advantage. It can only convey it.
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.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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If your advertising goes unnoticed, everything else is academic!
William Bernbach
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Properly practiced creativity can make one ad do the work of ten.
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Persuasion is not a science but an art
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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In communications, familiarity breeds apathy.
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 creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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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
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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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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