Thomas J. Barratt to be a well known catch phrase well into the twentieth century. Barratt was awarded a Guinness World Record in 2014 for being considered the world's first brand manager, a job he held for A&F Pears from 1865. Barratt was keen to equate Pears with quality and high culture through his campaign methods. He acquired works of art to use in the advertisements, most famously John Everett Millais' painting "Bubbles", which he turned into an advertisement by adding a bar of Pears soap in the foreground. Millais was said to be unhappy about the alteration, but he could do nothing,
What Is to Be Done? (Tolstoy) the same Biblical reference (Luke 3:10–14). What Is to Be Done? (Tolstoy) What Is To Be Done? (sometimes translated as What Then Must We Do?) is a non-fiction work by Leo Tolstoy, in which Tolstoy describes the social conditions of Russia in his day. Tolstoy completed the book in 1886, and the first English language publication came in 1887 as What To Do?. A revised translation with the current title was published in 1899. The English title was also used for two better-known works by Nikolai Chernyshevsky and Vladimir Lenin; Tolstoy's Russian title is similar but not identical to Chernyshevsky's