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

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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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Word of mouth is the best medium of all.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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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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I warn you against believing that advertising is a science.
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Creativity is the most practical thing a businessman can employ.
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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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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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Properly practiced creativity can make one ad do the work of ten.
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Imitation can be commercial suicide.
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Today's smartest advertising style is tomorrow's corn.
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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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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.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Adapt your techniques to an idea, not an idea to your techniques.
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The difference between the forgettable and the enduring is artistry.
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Advertising doesn't create a product advantage. It can only convey it.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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