CVS Health wins risk/reward gamble in purpose-driven marketing
Purpose-driven marketing can take the form of an in-kind donation (buy a pair of shoes and another pair is donated), a charitable partnership (support a runner and $100 supports the race's not-for-profit sponsor) or brand integrity (you pay a bit more for a detergent because advertising has reminded you that the product is free from toxic chemicals).
But when CVS Health sacrificed nearly $2 billion in annual revenue to reaffirm its brand commitment to the well-being of its customers, it set a new standard for purpose-driven marketing.
CVS -...