Thomas Barta: The first rule of brand purpose is do no harm

When Ms T entered Auckland’s LynnMall Shopping Centre, beauty products weren’t on her list. At 82, she cared about her looks but she wouldn’t go overboard on creams and gels. A few hours and a few thousand dollars later, all had changed. New Zealand journalists revealed how staff at the Dead Sea Spa shop had bullied her into purchasing bags full of overpriced cosmetics. The mall owner later banned the company from all its centres. But some years on in airports and malls, sales