Rebranding IslamKyai Haji Abdullah Gymnastiar, known affectionately by Indonesians as "Aa Gym" (elder brother Gym), rose to fame via nationally televised sermons, best selling books, and corporate training seminars. In Rebranding Islam James B. Hoesterey draws on two years' study of this charismatic leader and his message of Sufi ideas blended with Western pop psychology and management theory to examine new trends in the religious and economic desires of an aspiring