The Second Eclectic

Technology changes how we relate to God and each other

Branding, Man's Religious Disposition, but Christianity is not a "Religion"

Elements of a Strong Brand
Sense of belonging
a clear vision
power over enemies
sensory appeal
a sense of grandeur/wonder
Brands Appealing to Man's Religious Disposition
These elements are also characteristics of religions. But of Christianity, Barth writes, "What if by talking about Christianity as a religion these theologians had already ceased to speak of Christianity…?"
Laura said that branding simply discovered that the things that appeal to men about religion also make brands appeal. Branding is simply competing to meet the needs man has: "it seems to me that the similarities do not stem from the marketing in itself, but rather, the marketing stems from a religious basis. consumer behavior, for the most part, is triggered in a quest to fulfill a longing, whatever that longing might be. much of the brand loyalty you speak of, such as the mac revolution, seems to stem from this desire as well- for a sense of belonging, amongst other things. and in many instances, this desire for fulfillment is nothing more than a need for god. it seems to me that the validity of christianity, if nothing else, is strengthened by the similarity, simply because it proves the only lasting source of fulfillment. and until consumers find that source, they will continue to buy into the marketing schemes promising to provide it. and obviously, companies are going to use this to their advantage in hopes of establishing brand loyalty and cult followings. so doesn't it make sense to use faith-based principles as a groundwork for appealing to customers?"
But Barth says, "Even granted the existence of man's religious disposition, can the Christian faith be called one of its expressions, in other words a 'religion'?"