Making a decision about one’s MSc research project is a daunting one. That too when one wants it to act as a foundation for a PhD in the future. Well there I was, sitting in my small and rather pretty room in Guildford, thinking through all the things that ever fascinated me in the world of marketing. And it was an awakening – I thought of the article on Purpose Branding by Christensen et al (2005) published in Harvard Business Review. From there on purpose branding and the holy grail of brand equity, as some may put it, is a passion for me. Much of this blog is dedicated to marketing and a few other things that act as a source of inspiration for those who want their spirit kindled.