As a professional marketer I understand the power of advertising, promotion, public relations and the various ways of placing product in front of the public to increase awareness and sales. Put simply, it’s all about making enough memorable, repeated exposures so when consumers consider purchasing a product in your category they’ll remember yours and make a purchase that adds to your bottom line. 

This last week I read a book review in Advertising Age for Brands of Faith: Marketing Religion in a Commercial Age. Although I haven’t yet read the book the topic certainly got my attention. I’ve been thinking lately about how churches should market themselves, and although I’ve not developed any iron clad theories it seems the Bible’s idea of people sharing the good news with each other is a great way to start. 

Two things in this review especially caught my attention: The first was this, The book’s author, Mara Einstein calls religion a “commodity … packaged and sold the same way as other marketed goods and services.” To me that implies there is money to be made which seems to be somewhat of a mockery. While I hope people don’t view religion or God as a commodity my fear is that many may. Second, the author states that, “If spiritual hunger isn’t driving people to the big-box style of worship, then eventually the religious consumer is “going to feel disappointed.” This is a statement I agree with.

While I believe God can use a wide variety of ways to create spiritual hunger, I question the long term effectiveness of slick campaigns or exposure events. Sure, they may produce quicker results than people sharing the good news with each other one at a time but I’m not convinced the result is as long-lasting as what might be possible otherwise. In addition, once this pattern begins what needs to happen to maintain momentum? Does the weekly battle to “top the previous week” only further erode the real value of the gospel and increase the level of commoditization? 

What are your thoughts?

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