I’ve been reading the book “Understanding Theology and Popular Culture” by George Lynch. He make a great point about “Branding” that I think is worth thinking about. “Branding” encompasses the idea that when we buy an item we are buying more than a product, we are buying an experience. The best example of this I know is Starbucks. The $4 latte I love is probably worth closer to .89 but I pay the extra because I have been sold the idea that drinking from a Starbucks cup makes me appear cool, hip and intelligent.
I loved what Lynch says about branding on pg 63. He states that the FCUK brand, for example “conveys a sense of youthfulness, irreverence, overt sexuality, and cheeky humor. Unsurprisingly, it tends to attract a young customer-base of people who want to be associated with these values and attitudes, or older customers who still wish to identify with youthful attitudes.” Then he compares it to Alpha by saying that “the UK-based Alpha Course uses a range of advertising technniques to develop its brand image as an accessible and enjoyable introduction to the Christian faith”
Although I have concerns about the Alpha course as another thing that we try to get people to come to our church facility instead of going to them, I do think that Lynch is on to something here. The branding connection can be taken further in Church land as we think about some “churches” that have been branded and we know what they are about. “Willow Creek”, “Saddleback”, “Mars Hill”….. When we think of these places we tend to think of the “Brand” that goes along with them. Willow has the birth of “seeker Sensitive” Saddle Back is “Purpose Driven” Mars Hill is “Different and Young” (stretching a bit for that last one) These
places work well because they have the brand.
The problem as I see it though is that a lot of churches try to establish a “brand” without it really being thought out or a good reflection of who they actually are. The “Worship Wars” that happen in a lot of churches really are a waste of time argument because the church would be better served figuring out its identity. Once it has its identity solidified the “style” of the worship should just flow out of identity and purpose. My issue with a lot of churches is that they are often trying to remake themselves to attract different groups of people but that’s a lot like a 14 year old boy in a Tuxedo. He looks real nice
but he’s dying on the inside because he’s so uncomfortable.
So, that’s my thoughts.
Very clear and thought out discussion. It is my hope that the right people would read this and have the open-mindeness not to just push it aside, but hold it up against themselves (or their church) and see what there is to be seen.
guess I’m not going to alpha conference this year…hehe
I love your analogy at the end about the uncomfortable boy in the tuxedo. Many churches adopt an identity simply because they think it will draw numbers. We see this pragmatic approach at nearly every level. I do believe that different churches will have different “personalities,” but I’m uncomfortable when that turns into a “brand” becuase it immediately implies that we’re trying to sell something.
Great thoughts Lars; I’m glad to see you posting about more than your computer, though I do love Macs! I look forward to more of your thoughts.
Brent
how many Starbucks have we had together? Good post Lars. Though The Quest name was given in the beginning as to sort of signify to an idea, it was definitely a branding, though I didn’t have that word in mind when I gave it its name. I’ve sort of been desiring the idea of flying under the radar…or not marketing church…no banners, no flyers, etc…though I have a website and blog, which is about as much marketing as one can do…but a good tool.
Ok, I’m out of the loop. Fcuk? I had to google it. Which I think actually says something about our Church “branding”.
Sometimes, those of us on the “inside” of Churchland know the brand names, but those on the “outside” who we’re really supposed to be caring about, have no clue. So we end up branding ourselves with a brand that means nothing to those who really matter. Which is just another reason that we need to be seeking substance over splash. A brand is only as good as it’s product… and eventually, people will see that about our churches too.
I love this thread.
don’t worry about me finding you looking to cool and hip with a Starbucks cup. I love ya, but I don’t like those take over the world coffee shops either. I am glad I found your blog.