Share
×
Inspirational Quotes
Authors
Professions
Topics
Tags
Quote
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
Share
Change background
T
T
T
Change font
Original
TAGS & TOPICS
William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Ideas
Magic
Motivational
Rubs
Design
Depending
Talent
Advertising
Turn
Dust
Goal
Motivation
Turns
Creativity
Idea
Positive
More quotes by William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
William Bernbach
Creativity is the most practical thing a businessman can employ.
William Bernbach
Our job is to bring the dead facts to life.
William Bernbach
You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
William Bernbach
In communications, familiarity breeds apathy.
William Bernbach
A principle isn't a principle until it costs you something.
William Bernbach
Don't confuse good taste with the absence of taste.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
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
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.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
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.
William Bernbach
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.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
