Sometime ago David Tonen wrote a guest post where he stated point blank that Jesus was not a brand. But it’s funny the more I thought about it the more I had to disagree. Hold on now!! Hold on! Put down those stones…let me explain! Hey! Stop shouting “Crucify him!” Just hear me out!
First of all, what is a brand?
Simple: a promise of benefits.
Everytime someone (a person, company, or ministry) makes a promise and keeps that promise they’re building a brand. Seth Godin calls it a prediction of two things: Prediction of what to expect and emotional power of that expectation. That’s why real “brand value” takes place over time. Brand value isn’t built with hoopla…it’s delivering on what you promised or what was expected. A strong brand keeps its promises, a weak one doesn’t.
So is Jesus a brand? You guessed it…He’s absolutely trustworthy! He never fails.
To be honest, sometimes it looks like He has failed cause all our expectations aren’t immediately met. But in the long run, we see that the One Who promised also delivers!
In retrospect, David wasn’t wrong. He’s not a brand to be exploited…but in the respect of being trustworthy, He is a brand! The best you can find!
What do you think?
