A brand often finds its purpose through deliberate research that matches its attributes with the passions and interests of consumers.

On occasion, however, there’s no time for such deliberate planning: A product or service needs to respond in the moment. And, as the tools of marketing can direct that response, so they can help solidify brand purpose real-time moment by real-time moment.

Last February, the government of Bermuda reversed the legalization of same-sex marriage. For Carnival Corp. – the owner of cruise brands like Carnival, Cunard, Holland America, P&O Cruises, and Princess Cruises – the ruling was more than just a news story: Its Cunard and P&O lines had ships based in Bermuda. And that association meant same-sex marriages could not take place on these vessels.

The National LGBT Chamber of Commerce in the United States estimates that 80% of the LGBT community has a passport, twice the percentage of the rest of the American population. The organization further pegged the value of LGBT travel at more than $100 billion.