Light yourself on fire

With so many virtuous brand purposes, the world should be a much better place, don't you think? "Brand purpose" as it's used today is bullshit. It's just a strategy. And it's patronizing.

A genuine purpose is a passion. A drive. A reason for being. I call it a spark, because that's all it takes to light a fire.

A brand purpose will be lost or forgotten as soon as the popularity wanes. A brand spark will NEVER change.