"Brand Luther" is a term coined by historian Andrew Pettegree in his book "Brand Luther: How an Unheralded Monk Turned His Small Town into a Center of Publishing, Made Himself the Most Famous Man in Europe--and Started the Protestant Reformation." The book examines the role that Martin Luther played in the development of the printing industry and the dissemination of his ideas through printed materials.
Pettegree argues that Luther was a "master of the media" who recognized the power of the printing press to spread his message of reform. Luther's use of printed materials, such as pamphlets and books, allowed him to bypass the traditional gatekeepers of knowledge and communicate directly with the public. By doing so, he created a "brand" that was instantly recognizable and helped to promote his ideas throughout Europe.