Branding Bhakti

How do religious groups reinvent themselves in order to attract new audiences? How do they rebrand their messages and recast their rituals in order to make their followers more diverse? In Branding Bhakti , Nicole Karapanagiotis considers the new branding of the Hare Krishna Movement, or the International Society for Krishna Consciousness (ISKCON). Known primarily for their orange robes, shaved heads, ecstatic dancing on the streets, and exuberant Hindu-style temple worship, many contemporary IS