If we are actually speaking truth … why isn’t anyone listening?
I’ve been reading Branding Faith by Phil Cooke. To some in the church, the idea of branding is anathema, but I suspect this is mostly due to misunderstanding the concept. Branding is part of the reality within the church exists. Cooke quotes a study which found that one in four babies, speaks a brand name as their first word! This study, by British Market Research Bureau is also quoted in a slightly alarming 2003 article in the SMH.
At the heart of the challenge laid out in the book is Cooke’s distillation of the definition of marketing: The art of surrounding a product, organisation or person with a powerful and compelling story. The gospel of Jesus Christ is a powerful and compelling story, we don’t need to find it, or create it, just tell it! The task seems to me to be local churches finding answers to the question, “how do we tell the powerful and compelling story of the gospel of Jesus Christ in our communities?”