I could not think of the term earlier but the method he uses is called coercive persuasion (identical to the WT$). The end result may differ slightly but the groundwork remains the same.
This is much more affective (and dangerous) than brainwashing as you get your followers to do what YOU want them to do by convincing them that they really WANT to do it.
Brainwashing is far less effective as it relies on getting a person to act against their will.