Creativity is the most practical thing a businessman can employ. William Bernbach More Quotes by William Bernbach More Quotes From William Bernbach Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears. William Bernbach like-loveanalysisideas Properly practiced creativity can make one ad do the work of ten. William Bernbach adscreativitybelief The difference between the forgettable and the enduring is artistry. William Bernbach artistryenduredifferences The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas. William Bernbach realmenideas 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. William Bernbach designresearchpast Don't confuse good taste with the absence of taste. William Bernbach good-tastetasteabsence Research can trap you into the past. William Bernbach researchbusinesspast Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before. William Bernbach advertisingsubstanceforget The heart of creativity is discipline. William Bernbach creativitydisciplineheart Our job is to bring the dead facts to life. William Bernbach designjobsfacts I warn you against believing that advertising is a science. William Bernbach advertisingdesignbelieve A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. William Bernbach designcampaignspeople Today's smartest advertising style is tomorrow's corn. William Bernbach cornstylebusiness A principle isn't a principle until it costs you something. William Bernbach advertising-businesscostprinciples Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ. William Bernbach creativitymenart We don't ask research to do what it was never meant to do, and that is to get an idea. William Bernbach askgetneverresearch
