Mark Ritson: A true brand purpose doesn't boost profit, it sacrifices it

Mark Ritson: A true brand purpose doesn't boost profit, it sacrifices it: I%20was%20at%20a%20conference%20in%20Stockholm%20this%20week.%20One%20of%20the%20attendees%20asked%20me%20over%20coffee%20about%20Verizon%u2019s%20new%20brand%20purpose%20and%20what%20the%20statement%20actually%20meant.%20I%20confessed%20my%20ignorance%20of%20Verizon%u2019s%20new%20brand%20work%20and%20then%20my%20surprise%20that%20a%20Swede%20needed%20any%20help%20with%20a%20translation.%20In%20my%20experience%20their%20English%20vocabulary%20invariably%20exceeds%20that%20of%20your%20average%20Brit.%0A%0A%u201CHumanability%2C%u201D%20the%20Swede%20said.%20%u201CExcuse%20me%3F%u201D%20I%20replied%20spluttering%20into%20my%20coffee.%0A%0A