Thank you for the thought-provoking response Jason. I don’t think our views are mutually exclusive. Excedrin has positioned itself to serve MY why. That’s what marketing is all about (mostly). I am not buying the product because the parent company (whoever it is) is saving the whales or just celebrated their centennial or because Excedrin was founded for a certain reason. Because I don’t care. My why is that I’m suffering in a moment and I need relief. All Excedrin has to say is “We know you’re suffering and we promise to help.” That’s why I buy it. Because they’re part of MY story.