Rudyard Kipling, author of literary works such as The Jungle Books, Captains Courageous, and If, and winner of the Nobel Prize in Literature 1907, understood how the effective deployment of words could move people to support a cause, an individual and even a product, long before terms such as brands, marketing, brand strategy and advertising emerged in contemporary culture.  

Here is Kipling in 1923, on the power of words:

"I am, by calling, a dealer in words; and words are, of course, the most powerful drug used by mankind.

Not only do words infect, egotize, narcotize, and paralyze, but they enter into and colour the minutest cells of the brain ...."

Long before the emergence of the contemporary disciplines of brand and communications strategy, Kipling offered timeless insight.