Denominational Brands

According to this article, U.S. Protestants are more loyal to their favorite brands of retail products than they are to a particular denomination.

While this article and its study aren’t strikingly convincing, there are groups out there that are seriously studying staying power of denominational brands.  For example, see “Brand Name Identity in a Post-Denominational Age” which links perceptions of denominational identity with the sense of overall vitality of a particular group.

While not wanting to minimize the content of the religious message these brands convey, one can’t help but wonder what lessons religious groups can draw about branding from the business world.

One of the most persuasive branding campaigns I’ve seen was done by the United Church of Christ–the campaign is called God is Still Speaking and it communicates with great clarity:

So, too, is the Evangelical Lutheran Church in America rebranding through a new tag line, “God’s work, our hands.”  The Episcopal Church is harnassing the power of increasing literacy of video to invite people to upload their own stories about being part of that denomination at iamepiscopalian.org:

By 2020, how will religious brands have evolved?