Forbes: CVS’ Bold Move to Align Behavior With Brand

It’s one thing to have a company vision, but it’s another thing entirely to live out that vision. So where does your company stand?

CVS Caremark (now CVS Health) is leading by example. That company recently took on its mission more fully – by removing all tobacco products from its stores. In light of the huge, and risky, change, business and brand approval actually increased. So, if their experience is any indication, values really do matter to customers, and other businesses should start paying attention.

In this article , Chris Cancialosi discusses the value behind CVS’ move to align the company’s actions with its vision.