One of the interesting points that wasn’t mentioned in our previous post was the effect that the current economic situation might have had on this re-branding effort. It was referenced to during a CNN interview back in February and felt its premise relevant to share here.

Consumers Wanting Control

They had a consumer guru on who made the interesting comment that in a time of turmoil the consumer was looking for something they could affect. When something comfortable to them changed, someone realized they could rally people against this change to stop it. Since they couldn’t stop what is going on economically this was the best they could do.

How valid is that statement? Psychologically I believe there to be merit to it. For us in the church this is valuable because it tells us that when there is harsh resistance to a change (even if it is actually very healthy and needed) that the resistance might not be to that change, but to something the congregation is experiencing as a whole that is out of their control.

If we can recognize that issue, then we can minister there and help them process their lack of control over it. This awareness and understanding will not only help them to experience more of Gods grace, but also help your church and ministry keep moving forward.

More packaging below:

(The re-Brand on the left | Un-re-Branded on the right)

via: theDieLine

Tyler Wigg-Stevenson’s Argument

His four main points boil down into (in my summary):

1. The christian life is about Grace and Love not your personal goals, so we can’t sell you something to help you attain your goals.
2. Since consumerism is based on perpetuating discontentment and satisfaction from new purchases, marketing the church follows the same model. This doesn’t reflect the biblical push to find contentment in God alone (IE not needing anything but God for our contentment).
3. Brand Relativism (um, commonly known as Brand Affiliation or Brand Association) leads people to believe that something is better than something else when they are just cars, cities, and computers. The only difference is preference. Thus ‘spiritual shoppers’ think of Christianity as only one option among many.
4. Fragmentation/Niches that are the focus of marketing campaigns are the reason for the distention and lack of unity in the church. Because we market to individual groups in relevant ways (that likely don’t appeal to everyone) we are conforming to the pattern of the world.

His conclusion cutting it down, but never the less in his words.

Consumerism is here to stay. The habits described above—self-creation, discontent, relativism, fragmentation—will become more dominant, not less, in years to come. That’s the way of the globalized economy and ascendant transnational commercial interests. We cannot defeat our situation; we can only seek to live faithfully in it…

But problems begin when we define the church as a whole using a comparison that just describes one of its attributes: i.e., treating the church as a business with a brand to promote. And then, even though there are all sorts of ways the church isn’t like a business, we begin to employ all the tools of commercial enterprise as though we were paying the body of Christ some compliment by treating it like a Fortune 500 company, with a bottom line, investor returns, supply chain, CEOS, market share, and so on. If we treat the gospel like a commodity, can we fault nonbelievers for thinking that the cross is just another logo?

My Response

While I have loads to say about his 8 page article, I will be brief, if anyone wishes me to write more on any point please simply ask in the comments section.

1. We are selling something! We are asking, just as Jesus did, for people to spend everything they have to get their right relationship with Jesus back. You might not like this, but it is the reality of scripture. That everything includes finances, life direction, goals, personality, everything. This is why the rich young ruler walked away in tears, because the cost was to great.
2. Yes true, we are called to be satisfied by God alone. Yet when Paul preached on Mars Hill I don’t recall him demanding instant life change, instead used their culture to reach them where they are in a way that made contextual/cultural sense. Much like marking a church does today… Contentment in God is a result, not a selling point. Just as being a disciple of Jesus was the selling point, not martyrdom.
3. Christianity is only one of many options. It is one we believe to be true, and we believe God to not be diminished by our choice for or against him. If you want to reach someone who doesn’t believe that you have to speak their language…
4. Did you really equate the result of niche based marketing to the bloody violence that took place in Northern Ireland? Wow. Different people groups and niches have different spiritual/physical/emotional needs and will respond to different messages. We preach differently to parents than we do to kids. I counsel a single urban mother, differently from a suburban high school male, differently from an urban farmer in his 70s.

In general I feel like he has a lot of great theology to back up his points from what i can tell (without reading his newly released book). My problem is that he seems to have forgotten the contextual nature of Christianity and I get this feeling from the article that he believes there was some idyllic point at which it was done correctly. Yet in his last paragraph he admits that those who came to Christ during his ministry expected something wholly different, and now 2000 years later we are suppose to prepare the expectations of those coming to Christ than Christ himself did?

It just seems laced with retreatism to me, as though he would rather we abandon marketing and living in a consumerist culture (even though we hold the key to escape the endless loop of consumerism). His stated objections to our strategy of proclaiming the gospel to the world and interacting with the world (as Christ himself did) make me very concerned about his conclusions.

We must market, we must place positive images alongside the sexual/consumerist material that exists in our culture or we will continue to remain sidelined and irrelevant.

I was wondering where he studied marketing that he speaks so admittedly against it, because everything I found on him says he hasn’t. He also doesn’t lead a church that would need marketing. So kind of wondering why he felt he could write this book. Any insights on that?

Background on Wigg-Stevenson

For those interested what i could find online briefly: He’s a Baptist Pastor/Preacher thought not currently residing over a church. Got his M.Div at Yale Divinity School. Found this well done interview at Homiletics Online.

*Image From Flickr/WNPR – Connecticut Public Radio Taken By Catie Talarski

It is stunning how many brands we interact with on a daily basis. Former ASU under-grad student Tanner Woodford wrote about how he logged all 1,035 brand identities he interacted with during one day the last October.

Incredible how many brands we see, use, experience on a daily basis. The image to the left is from his post where he laid the brands out for a 24 hr clock. Its an intuitive way to display the brands even without the clock arms spinning away on it.

With so many brands being experienced on a daily basis from the commercial segment of society I would contend that as a church as a whole we need to do a better job at:

1. Developing stronger brand identity where needed
2. Exposing that brand broadly in the public arena

Until we make these concerted focal points we should expect people to maintain the priorities that the currently have. The more frequently we as a church interact with the culture (in a positive light) we will only be helping them to make positive decisions on a regular basis.

I have to share one last image of this clock as a more finished product, so beautifully done.

Make sure you check his post out over at fillslashstroke.com