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(Fortune) Lord & Thomas's first piece of advice to American Tobacco must have come as a surprise: Stop advertising most of your brands. Lasker argued that rather than maintaining many modestly successful small brands, the company needed to create one overwhelmingly powerful product that could compete with Camels and Chesterfields. "You can't live unless you have this one brand," Lasker recalled saying, "because 80 or 90 percent of the cigarette business in this country today is on this one type of cigarette. Continued
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