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our fortunes often rise and fall no matter how hard we work they are tied to how severe the cough cold season is so we have to always think about uh new ways to manage the business to make sure that we stay flexible to whether the cold season is going to be strong or short whether it comes on early whether it extends late whether theres a sudden Spike we have to also constantly be bringing Innovation out to keep the brand fresh in the marketplace and to keep it top of my for consumers we were recently featured in The Wall Street Journal CMO today blog uh because we made a very bold move um with what were doing with our media our fortunes are very much tied to the ABS and flows of the cough Gold season and so flexibility and measurability in our media campaign is very important and we really as as a group of classically trained brand managers and OTC pharmaceutical Executives we broke through the mold that we had all been trained in and said theres got to be a different way a way tha