But it's hard to refute the case that it's not true. I haven't watched TV in years nor have I seen Coca Cola bear in a time longer than that but I'm still acutely aware of Coca Cola's brand.

Another example where this is more clearly felt is consumer goods. I always buy Tide - I couldn't tell you why until someone pointed it out to me. When I went to college and had to buy detergent there was easily 10 brands of detergent and Tide felt the safest. I've been watching Tide ads for the better part of 18 years and I feel that had to have some decision into why I paid a 10% premium for the brand.