CVS Health wins risk/reward gamble in purpose-driven marketing

This event report outlines how CVS Health, the retailer, has injected its brand with a defining sense of purpose.

CVS Health wins risk/reward gamble in purpose-driven marketing

Geoffrey PrecourtWarc

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 -...

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