Generating belief - the greatest story ever told

Daniel M. Jackson

Chapter Chapter 12 in Sonic Branding, 2003, pp 73-79 from Palgrave Macmillan

Abstract: Abstract If we accept that brands are centred on beliefs then it makes sense to define branding as the generation of belief: a process whereby we ask stakeholders to make a positive emotional investment (PEI) into a brand. In trying to discover how to convince people to believe, we find that our subject crosses the paths of religion, philosophy and psychology. The former, because no other movement in human history has generated more belief than the evangelizing religion of Christianity and the two ‘P’s because the great thinkers of the world have spent a lot of time over the centuries working out the nature of belief.

Keywords: Generate Belief; Music Genre; Christian Church; Catholic Church; Great Thinker (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50326-7_13

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DOI: 10.1057/9780230503267_13

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