The same story as Mr. Batman, at first sight, but an absolutely different reality. And I’m not referring to the fact that Peter Parker isn’t a rich man or that Bruce didn’t live with his auntie. Peter was handicapped. Handicapped with a gift he could have squandered or made useful.
By the way, this is the most frequent line of comic book superheroes, which is why Bruce (and Tony as well, a little later) are so exceptional. But Peter got sick, or was infected, to be precise. And with his deliberate decision on how to use the sickness, he transformed it into a gift. A gift he tied into a service for others. He became a FOR brand. His existence is defined by his benefit for others. Beware, though – the deliberate choice isn’t the gift/sickness, but the way he uses it. He can’t get rid of the sickness. He wanted to quit many times, to be normal. His gift bound and changed him. He became a tool of his gift. Remember what his uncle used to tell him – with great power comes great responsibility. What about your brand? Is it aware of its gift/sickness that it transforms into a benefit for others?