Deliberate misuses of parts of speech. It's not possible to "Believe in Better", because "better" isn't a thing. It's a qualification of a thing.
And yes, I get it. I do. I really do. I've a degree in Linguistics & English, and I'm a copywriter for crying out loud, I've written all manner of marketing nonsense. So I absolutely get it.
But it just reeks of "Aren't we clever?! We've subverted a language norm to do something striking, go us!" It's very pleased with itself, as a form, and it's spawned loads of other variations on the same wanky theme.