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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
Design
Depending
Talent
Advertising
Turn
Dust
Goal
Motivation
Turns
Creativity
Idea
Positive
Ideas
Magic
Motivational
Rubs
More quotes by William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Advertising doesn't create a product advantage. It can only convey it.
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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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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.
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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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A principle isn't a principle until it costs you something.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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Because an appeal makes logical sense is no guarantee that it will work.
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Research can trap you into the past.
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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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Properly practiced creativity can make one ad do the work of ten.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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I warn you against believing that advertising is a science.
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Rules are what the artist breaks the memorable never emerged from a formula.
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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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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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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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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
