It must be claimed

Yet another marketer talking yet again about how brands are like people.

But they really are. Case in point:

You cannot bestow upon a brand purpose, life and meaning. You can highlight opportunities and gaps. You can point it in the right direction. But unless the brand claims a purpose of its own accord, the crew will mutiny, rations will run short, and the ship will veer from the path you drew for it, lured by short-term gain.