** Brands aren’t what they want to be it’s what they do. thank you for your way U conveying your τέλος.**
A telos (from the Greek τέλος for "end", "purpose", or "goal") is an end or purpose, in a fairly constrained sense used by philosophers such as Aristotle. It is the root of the term "teleology", roughly the study of purposiveness, or the study of objects with a view to their aims, purposes, or intentions.