“An idea can turn to dust or magic, depending on the talent that rubs against it.”
Author details
Related authors
Other William Bernbach Quotes
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach 
55% of people like this quote
I warn you against believing that advertising is a science.
William Bernbach
55% of people like this quote
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
55% of people like this quote
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.
William Bernbach
54% of people like this quote
If your advertising goes unnoticed, everything else is academic.
William Bernbach
54% of people like this quote