CVS Health took a step back five years ago and realized that for their brand to be viewed as a health enabler, they needed to stop selling tobacco. They took a hit in sales up front, but the positive impact to the brand has long-term benefits. And it was a good example of a company not just shoehorning a purpose into their brand. But remember, all brands have a purpose, not all have to have a cause. If a company tries to tie itself to a cause that doesn't make sense from the perspective of brand it'll likely have little-to-no long-term brand gain. #cvshealth #cvs #brand #brandpositioning #business #causedriven #strategy #brandstrategy …see more