I’m looking for two things here.
First is the percentage of advertising devoted to “branding.” I’ve read 90% somewhere, but I need more than hearsay or partial recall. In fact, I’m in the market for any hard numbers on the subject of advertising. This is for a book I’m writing, and my sources need to be worthy of bibliographic citation.
Second is the truth behind a story I have heard more than once regarding James Buchanan Duke, a baron of the tobacco industry. According to the story, Duke was asked at a board meeting why he advertised his cigarette brands so annoyingly. In reply, Duke spit on the table and said, “You may not like that, but you’ll never forget it.” I suspect this is apocryphal, but I don’t know. So I’m hoping one of you can point me to an authoritative source on the matter.
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