Thomas J. Barratt was a pioneer in the field of brand marketing, and has often been called “the father of modern advertising”. As Chairman of the Pears’ soap company, Barratt created an effective advertising campaign for the company products, which involved the integrated use of targeted slogans, images and key messages. Barratt coined the phrase, “Good morning. Have you used Pears’ soap?” which became famous in its day and into the 20th century. Barratt focused on consistently associating the Pears’ brand with high culture, domestic comfort and quality. In his time, Barratt used a proprietary magazine, contests, promotions, packaging, and celebrity endorsements to market the product. Well before his time, Barratt stressed the importance of developing and maintaining a strong and exclusive brand image for Pears’ and of emphasizing the product’s availability through mass campaigns. In the process, Barratt introduced many of the concepts that guide our advertising today.