As the movement grew, the Church sought to define its "essence". The core message was a promise of salvation through a righteous remaking of the soul; a belonging to God's new Chosen people; a rejection of idolatry; and a new set of values that paradoxically combined humility with strong feelings of superiority over others. The Church elaborated this core message and, anticipating modern corporate branding, sought to articulate its ideals; to cultivate and disseminate its image via logos, symbols (such as the cross and the fish) and diverse promotional media; to foster brand loyalty among an expanding demographic while retaining control of the message; and to counter brand competitors as pagans and heretics. Christians saw themselves as "branded by the sign of the Cross"- some took this literally, or saw crosses in natural shapes all around them. The goal was not only to win over a larger part of the surrounding culture, but "to be" the culture.

— New Roman Empire by Anthony Kaldellis (Page 115)