For decades, the marketing industry has built a trillion-dollar economy around a word no one can define. "Brand" means everything and nothing, interchangeable with business, logo, reputation, or feeling depending on who's speaking.

This research paper exposes that linguistic collapse and introduces the first systematic framework for what others have only guessed at: how to engineer emotional connection that compounds over time. Using etymology, cross-linguistic analysis, historical case studies, and economic data, the paper demonstrates why current brand theory fails and presents Genobrand™ as the structural correction.

The framework is built on The Attention Formula™: (Purpose + Promise) × Proof. It introduces the concept of the Emotional Operating System™, the internal architecture that enables entities to create predictable emotional outcomes through consistent words and actions. With this definition, the paper answers questions the industry cannot: What is the oldest brand in the world? Religion. Why? Because it systematically empowers audiences through specific, repeatable words and actions that create lasting emotional connection.

Written for academics, strategists, and founders who want the theoretical foundation, not just another marketing framework. This is the data, the history, and the system that makes emotional infrastructure measurable.

Disco Davoudi | Academic Profile