This decision boldly represented the purest manifestation of the CVS Health patient-driven purpose. It was successfully rolled out to thousands of retail environments nationwide, including Target’s pharmacies and clinical businesses.

If your brand faces a disparity between product and perception, consider your purpose as a starting point. If you aim for simplicity, data suggests that your brand will succeed.

• +22% Pharmacy revenue growth in months following the rebrand

• +5.5% Year over year in same store sales

• FastCo #3 Most innovative company

• PR Week Corporate Branding Campaign of the Year