[[Nexus -- A Brief History of Information Networks From the Stone Age to AI]] A “brand” is a specific type of story. To brand a product means to tell a story about that product, which may have little to do with the product’s actual qualities but which consumers nevertheless learn to associate with the product. People think they connect to the person, but in fact they connect to the story told about the person, and there is often a huge gulf between the two. By gaining all those believers, the story of Jesus managed to have a much bigger impact on history than the person of Jesus.