(Justin Sullivan/Getty Images)

(Justin Sullivan/Getty Images)

Policy is the new 5th “P” of marketing.

Last week’s policy move by CVS did more for the brand than 10 years of promotion could ever do. Through a bonanza of PR and social media buzz, it’s receiving a dramatic shot of GRPs. According to data sourced on Topsy.com, the announcement spawned over 100,000 Tweets, and even the President weighed in! Most significantly, it’s forging meaningful differentiation in a cookie-cutter category.

Keep reading on Forbes here: http://ow.ly/tub47


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