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Does Your Brand Take a Stand?
By: Cindy Wendland
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CVS earned kudos for their decision to stop selling tobacco products in their drug stores. Now they are leaving the U.S. Chamber of Commerce because of differing stands on tobacco. CVS took a stand and is following suit to remain consistent with that in all their dealings. Does your brand take a stand?

CVS is using the tagline “Your health is everything.” It is an impactful statement. You can build your fortune, but if in the end your health is poor and you cannot enjoy it, then your focus was misplaced. CVS is helping its customers focus on being healthy. Removing tobacco from their stores may have cost them lost dollars initially, but it strengthens their brand in the long run. Tobacco and health do not go together.

Once you have taken a stand on something, do you stay true or do you waver? CVS has decided to stay true. They could look the other way, or they could get lost in semantics, but they didn’t. They decided they will not be involved with an organization that does not support their stand on tobacco. The U.S. Chamber of Commerce says CVS misinterpreted their position on tobacco. Positions can be black, white or gray. It seems like the U.S. Chamber of Commerce is in a gray area on tobacco. That isn’t good enough for CVS. That’s a good stand. If your health is everything, tobacco should have no part.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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