How Many Different Jesus Brands Are There


We all know that in marketing there are words like "original", "authentic" and "genuine." In Christianity these words are replaced with "Bible based" and similar words meant to portray that particular denomination or church with some kind of cache identical to "original" and "authentic." One of the strategies is to create a brand of Jesus people like. In some cases the brand is one that condemns various sins. Almost anyone in the U.S. knows the brand of Christianity called Westboro Baptist Church.

I would guess Unitarians have a good brand identification--not Christian. This even though in its background was Christianity.

Today it is popular for churches with denominational affiliations to keep that affiliation out of sight and attempt to establish their own brand locally. Instead of "First Lutheran..." a name like "Living Waters Church" is chosen. 

A Southern Baptist church in Ames, IA launched a new brand, Cornerstone, which in turn launched another brand, Salt Company. These new brands hold concert-type services featuring Christian rock bands. They are trying to establish the brand on large college campuses. Students bring their coffee to the concerts and while the music is playing they keep track of the phone messages.

There is a Lutheran mega church where I live that has several brands operating out of the same building. It has a traditional service and concert-type services. Their brand of Jesus in laid back and cool I gather.

Then we have the Joel Osteen brand. This is usually called "prosperity gospel." It is reported to be growing. The brand of Jesus preached is one which wants you to be prosperous. 

A modern liberal brand of Jesus is "Jesus is love." In this brand, Jesus is not judgmental and accepts you the way you are. You will not find any kinds of sins condemned in churches of the "Jesus is love" brand. 

I have only touched on a few of the Jesus brands. There are many more and more to come I'm sure. If you are thinking of starting a new church remember brand identification is crucial. 

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