With so many companies now 'laddering' their thinking to words like 'goodness' or happiness', or pondering their wider societal purpose, it's still worth remembering the value of a good ol' fashion (post-modern) sell.
History has given us a colossal record of deceit, manipulation of the many by a resourceful and shrewd few, and the sustained distortion of public perception so robustly at any one time, it is imperative we review the model of society we have inherited. Power derives its life-force from control.
A common psychological principle used by advertisers is that repetition constitutes mental conditioning. Studies show that the more something is repeated to you, the more you will believe it.