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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

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Persuasion is not a science but an art
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A principle isn't a principle until it costs you something.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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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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Rules are what the artist breaks the memorable never emerged from a formula.
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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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In communications, familiarity breeds apathy.
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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.
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Nobody counts the number of ads you run they just remember the impression you make.
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Adapt your techniques to an idea, not an idea to your techniques.
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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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.
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The heart of creativity is discipline.
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I warn you against believing that advertising is a science.
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