Bill Bernbach - Idea Quotes

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An idea can turn to dust or magic, depending on the talent that rubs against it.

Bill Bernbach
Most readers come away from their reading not with a clear, precise, detailed registration of its contents on their minds, but rather with a vague, misty idea which was formed as much by the pace, the proportions, the music of the writings as by the literal words themselves.

Bill Bernbach
Logic and overanalysis can immobilize and sterilize an idea. It's like love-the more you analyze it the faster it disappears.

Bill Bernbach
An important idea not communicated persuasively is like having no idea at all.

Bill Bernbach
Knowledge is ultimately available to everyone. Only true intuition, jumping from knowledge to an idea, is yours and yours alone.

Bill Bernbach
The purpose of advertising is to sell. That is what the client is paying for and if that goal does not permeate every idea you get, every word you write, every picture you take, you are a phony and you ought to get out of the business.

Bill Bernbach
Working from a method or a formula is guaranteed to do the same thing to the effectiveness of an idea that time does to a loaf of bread. Ideas must be hot out of the oven if they are to arouse the appetite. That is why, in communications, imitation is commercial suicide.

Bill Bernbach
We don't ask research to do what it was never meant to do, and that is to get an idea.

Bill Bernbach
Can you really judge an idea from a storyboard? How do you storyboard a smile?

Bill Bernbach
There are few things more destructive than an unsound idea persuasively expressed.

Bill Bernbach
Maybe we're getting bogged down in too much detail. Maybe our advertising ideas are being ground up in that multi-level American efficiency machine.

Bill Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.

Bill Bernbach