CVS, Branding, Jesus, and You


You may have heard about CVS’s recent decision to stop selling cigarettes on behalf of its customer’s health. The move has been applauded by many, and the company claims it will cost them approximately 2 billion a year in lost sales.

It seems noble enough, and perhaps it is. But as others have noted, in this hyper-competitive age we live in, image and branding are everything. The people who run CVS aren’t stupid; they’re trying to distinguish themselves as a health-care provider, not just a corner store.

CVS’s savvy move is a reminder that our actions should be consistent with our values. But more than that, it’s a reminder that as believers we have a brand that is worth promoting wisely.

How well are you displaying the image of Christ to the world around you?

“Be wise in the way you act toward outsiders; make the most of every opportunity.  Let your conversation be always full of grace, seasoned with salt, so that you may know how to answer everyone.” Colossians 4:5-6

“You are the salt of the earth. But if the salt loses its saltiness, how can it be made salty again? It is no longer good for anything, except to be thrown out and trampled underfoot. You are the light of the world. A town built on a hill cannot be hidden.  Neither do people light a lamp and put it under a bowl. Instead they put it on its stand, and it gives light to everyone in the house.  In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven.” Matthew 5:13-16


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