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An idea can turn to dust or magic, depending on the talent that rubs against it.
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
Turn
Dust
Goal
Motivation
Turns
Creativity
Idea
Positive
Ideas
Magic
Motivational
Rubs
Design
Depending
Talent
Advertising
More quotes by William Bernbach
The difference between the forgettable and the enduring is artistry.
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Properly practiced creativity can make one ad do the work of ten.
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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.
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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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Rules are what the artist breaks the memorable never emerged from a formula.
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In communications, familiarity breeds apathy.
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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.
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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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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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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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The most powerful element in advertising is the truth.
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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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The heart of creativity is discipline.
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Our job is to bring the dead facts to life.
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I warn you against believing that advertising is a science.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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