Well, I guess this was the next stage; little gimmicks to make the masses feel like they are part of something. You start with a charismatic leader, give him a bunch of NLP filled rhetoric, work with the media outlets and entertainment outlets to make it 'cool' to be part of the group. Then, of course, you need some sort of salute or hand signal to let everyone know you are part of the 'chosen' crowd. The next thing will be matching uniforms...
..oh wait, who are we talking about again?