essential ingredient in your product. During World War II, the British Government prohibited the marketing of margarine under brand names, but Unilever continued to advertise one of their brands during all the years it was not on the retailers’ shelves. When the war ended and brands returned, the Unilever brand emerged at the top of the heap. Keynes might have advised manufacturers not to advertise during boom times, but instead to set aside the money in a reserve for advertising during recessions. Heavy users Thirty-two per cent of beer-drinkers drink 80 per cent of all beer. Twenty-three per cent of laxative users consume 80 per cent of all laxatives. Fourteen per cent of the people who drink gin consume 80 per cent of all the gin. In everything you do, keep your eye glued to the heavy users. They are unlike occasional users in their motivations.