['Cé-G7-$!', '10:25AM', 'FROM', 'VER', 'ACCT.', 'MGMT.', 'Lith', 'YOUNG', '&', 'RUBICAM', 'NEW', 'YORK', 'Mr.', 'James', 'C.', 'Schroer', 'June', '6,', '1991', 'Page', 'Eight', '“Winston', 'Myth”', '“Mythology', 'teaches', 'you', "what's", 'behind', 'literature', 'and', 'the', 'arts,', 'it', 'teaches', 'you', 'about', 'your', 'own', 'life”', '--Joseph', 'Campbell', '“The', 'person', 'who', 'lives', 'without', 'myth', 'lives', 'without', 'roots,', 'without', 'links', 'to', 'the', 'collective', 'self', 'which', 'is', 'finally', 'what', 'we', 'are', 'all', 'about.”', '--Carl', 'Gustav', 'Jung', '“A', 'key', 'to', 'understanding', 'what', 'possessions', 'mean', 'is', 'recognizing', 'that,', 'knowingly', 'or', 'unknowingly,', 'intentionally', 'or', 'unintentionally,', 'we', 'regard', 'our', 'possessions', 'as', 'part', 'of', 'ourselves....That', 'we', 'are', 'what', 'we', 'have', 'is', 'perhaps', 'the', 'most', 'basic', 'and', 'powerful', 'fact', 'of', 'consumer', 'behavior.”', '--Russell', 'Belk', "Today's", 'new', 'mainstream', 'smokers', 'need', 'a', 'new', '“smokers’', 'myth”', '-', 'a', 'parable', 'or', 'concept', 'to', 'help', '“explain”', 'the', 'category', 'in', 'today’s', 'terms;', 'the', 'Winston', 'brand,', 'which', 'is', 'dangerously', 'and', 'unnecessarily', 'losing', 'importance', 'and', 'relevance;', 'and', 'in', 'a', 'sense', 'to', 'help', 'make', 'sense', 'of', 'their', 'own', 'identities.', 'And', 'in', 'order', 'to', 'reverse', 'our', 'negative', 'momentum', 'and', 'reestablish', 'leadership,', 'the', 'Winston', 'brand', 'needs', 'powerfully', 'appealing', 'and', 'resonant', 'mythic', 'advertising', '--', 'rooted', 'in', 'the', 'honest', 'authenticity', 'that', 'is', 'the', '“central', 'truth”', 'about', 'the', 'product,', 'the', 'prospect', 'and', 'the', 'connection', 'between', 'the', 'two.', 'POS', ' ', '€988', '6LL0S', ' ', ' ']