VKP — the Vampire Whims Token, ticker $VKP — is the digital symbol of the Vampire Whims community. It is being created because a community with its own culture eventually deserves its own coat of arms; a coat of arms for the digital age happens to be a token.
VKP is not the project's sponsor, and the project is not VKP's marketing department. The relationship is the other way around: the coin is minted for the community, held by the community, and meaningful because of the community.