One strategy has been to establish the community of saints. Those humans were designated, after a deep data dive with side orders of mysticism, as having a special place in heaven. As the Church's branding recovers during the turnaround set in play by Pope Francis, it is useful to designate two new saints. They are Popes John XIII and John Paul II. Here is the coverage in THE WALL STREET JOURNAL (sub. req.)
Capitalism was no slouch in embracing that same strategy. Only its approach was through heroes. In the U.S. they ranged from Henry Ford I to Steve Jobs. Books, documentaries and seminars all promote the mystique of these leaders.
More recently, the entertainment business has seen the value in a counter trend: the anti-hero. AMC in particular is thriving thorough the likes of Walter White and Don Draper. HBO proved it was worth its subscription price through Tony Sopranos.
Seemingly we human beings are hard-wired to need an external presence to inspire us to be more than self-involved eating, sleeping and sexual entities. So, shrewd organizations will continue to produce new saints, new heroes and new anti-heroes.