Marketing is all about reputation, a notion that CVS Pharmacy embraced when it surprised the world by banning the sale of cigarettes in their stores - a bold move that may hit their revenue by US$2 billion, only in the very first year.
When it comes to building a brand, you have to practice what you preach. Within the scope of a “health-oriented" positioning, selling products that can harm said health clearly goes in the opposite direction. Which is why we can't help but conclude: in order to build a great brand, you must put purpose beyond profit.
Read: "Why CVS Quit Smoking."