Submitted by shaktinah on Fri, 02/21/2014 - 16:08
Let us look at the worldview and assumptions that we buy into when we talk about “branding” our faith and when we compare the most publicly recognizable version of our chalice with corporate logos such as McDonald's golden arches. The purpose of so-called “brand recognition” is to create a “story” that is associated with an easily recognizable image (the logo) so that when folks see that logo they automatically associate it with a certain feeling they get from the stories told about the product (advertising). All of which is to convince consumers that one type of sneaker or fast food is cooler than another kind of sneaker or fast food, when really there isn't that much substantive difference between the products. When we approach denominational growth with a marketing mentality, what we're saying is that: 1) Our religion is a “product” to be bought and consumed; 2) We think of potential Unitarian Universalists as consumers; and 2) Our product is really no better than any other product but we're hoping you'll be swayed by our marketing.