Comments on: Should Liberal Religious Groups Be Making Clothing, CD’s, Movies and Other Products? http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products Religion and spirituality from a Unitarian Universalist perspective Tue, 06 Jan 2009 11:03:58 +0000 http://wordpress.org/?v=2.3.3 By: M-A-C is not G-O-D http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-8191 M-A-C is not G-O-D Sun, 30 Dec 2007 18:09:29 +0000 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-8191 [...] Leander Kahney’s article “Cult of Macintosh: Worshipping at the Altar of Mac,” published earlier this month in Wired, is a semi-serious, semi-humorous look at Mac adherents. And it relates to yesterday’s topic (the similarities between religious marketing and commercial brand marketing). [...] […] Leander Kahney’s article “Cult of Macintosh: Worshipping at the Altar of Mac,” published earlier this month in Wired, is a semi-serious, semi-humorous look at Mac adherents. And it relates to yesterday’s topic (the similarities between religious marketing and commercial brand marketing). […]

]]> By: Mara Einstei http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-8089 Mara Einstei Fri, 28 Dec 2007 20:56:26 +0000 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-8089 This is exactly what I address in my new book, Brands of Faith: Marketing religion in a commercial age (Routledge) and on my blog www.brandsoffaith.com. While it would be impossible to address all of the connections between marketing and religion here, I'll try to hit a few highlights to add to the discussion. First, the process by which we take on a product as part of our personal identity (say, a Mac as you show in a later post and which is covered extensively in the marketing literature about brand communities) is virtually identical to what Gooren has called the conversion career, how one proceeds through the process of taking on a religion as part of one's identity. Second, given that we are exposed to more than 3000 marketing messages on a daily basis it is almost mandatory that religion market itself as well if it wants to remain relevant in the culture. Not only market itself, but brand itself. A good example of this is Joel Osteen. All you have to do is see that smiling face and everything that he stands for is immediately communicated. Finally, I think the biggest issue when it comes to marketing religion is that religious institutions are confusing the marketing with the religion. That is, reading something like "A Purpose-Driven Life" is part of the marketing. It is not at all the faith. The same is true about attending seeker services. Thanks, Shelby, for giving what is a very important topic additional exposure. This is exactly what I address in my new book, Brands of Faith: Marketing religion in a commercial age (Routledge) and on my blog http://www.brandsoffaith.com.

While it would be impossible to address all of the connections between marketing and religion here, I’ll try to hit a few highlights to add to the discussion. First, the process by which we take on a product as part of our personal identity (say, a Mac as you show in a later post and which is covered extensively in the marketing literature about brand communities) is virtually identical to what Gooren has called the conversion career, how one proceeds through the process of taking on a religion as part of one’s identity.

Second, given that we are exposed to more than 3000 marketing messages on a daily basis it is almost mandatory that religion market itself as well if it wants to remain relevant in the culture. Not only market itself, but brand itself. A good example of this is Joel Osteen. All you have to do is see that smiling face and everything that he stands for is immediately communicated.

Finally, I think the biggest issue when it comes to marketing religion is that religious institutions are confusing the marketing with the religion. That is, reading something like “A Purpose-Driven Life” is part of the marketing. It is not at all the faith. The same is true about attending seeker services.

Thanks, Shelby, for giving what is a very important topic additional exposure.

]]> By: The Unknown Unitarian Universalism | The Pageless Book http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7921 The Unknown Unitarian Universalism | The Pageless Book Mon, 24 Dec 2007 12:35:33 +0000 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7921 [...] Recently, the answer was made clear to me through a fellow Universalist’s blog. Shelby, the webmaster of LookingForFaith.org, wrote an article regarding religious identity and marketing. She points out the trend among evangelicals to use product marketing techniques and asks if religious identity can be synonymous with brand identity. She poses the question as to whether or not liberal religions, such as Unitarian Universalism, should be marketing themselves through clothing, music, television shows, movies and other products. While I would argue against blatant consumerism, we should be marketing ourselves. When it comes to online communities, that means social media. [...] […] Recently, the answer was made clear to me through a fellow Universalist’s blog. Shelby, the webmaster of LookingForFaith.org, wrote an article regarding religious identity and marketing. She points out the trend among evangelicals to use product marketing techniques and asks if religious identity can be synonymous with brand identity. She poses the question as to whether or not liberal religions, such as Unitarian Universalism, should be marketing themselves through clothing, music, television shows, movies and other products. While I would argue against blatant consumerism, we should be marketing ourselves. When it comes to online communities, that means social media. […]

]]> By: Shelby http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7910 Shelby Mon, 24 Dec 2007 03:08:01 +0000 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7910 Hi Elizabeth, Thanks for commenting. Please e-mail or comment to let me know if you post on this topic -- I'm curious to read more of your thoughts on this. Merry Christmas to you and Wolfgang! Hi Elizabeth,

Thanks for commenting. Please e-mail or comment to let me know if you post on this topic — I’m curious to read more of your thoughts on this. Merry Christmas to you and Wolfgang!

]]> By: Elizabeth http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7871 Elizabeth Sun, 23 Dec 2007 02:23:19 +0000 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7871 This is an excellent post and an important topic. I don't know yet what I think. It seems like a catch-22. You're damned if you don't and damned if you do. I'll think more about it..... This is an excellent post and an important topic. I don’t know yet what I think. It seems like a catch-22. You’re damned if you don’t and damned if you do. I’ll think more about it…..

]]> By: Shelby Meyerhoff http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7800 Shelby Meyerhoff Fri, 21 Dec 2007 14:22:19 +0000 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7800 Julian, This church camp workshop sounds right on target! Commercial brands and products have a significant influence on people's behavior and self-perception, and in a practical sense permeate their daily activities. As long as we stay away from branding and media production, we are missing an opportunity to reach new people. We may also be missing an opportunity to help those of us who are already Unitarian Universalist make our religious identity a bigger part of our lives. Julian,

This church camp workshop sounds right on target! Commercial brands and products have a significant influence on people’s behavior and self-perception, and in a practical sense permeate their daily activities.

As long as we stay away from branding and media production, we are missing an opportunity to reach new people. We may also be missing an opportunity to help those of us who are already Unitarian Universalist make our religious identity a bigger part of our lives.

]]> By: julian http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7765 julian Thu, 20 Dec 2007 16:40:14 +0000 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7765 Man, Shelby you've pushed my button with this one. I've been thinking about this for several years... about marketing in relation to our congregations. I have a background in mass communications... graphic design, marketing, photography, journalism, etc. I went to church camp this year and attended a workshop where the facilitator (a UU minister from Oklahoma i think) said, (paraphrased) "what we (we being all religions in general) are competing with is the most popular religion. The religion of consumerism." He went on to list the traits or profile for what a religion is... how it guides our life, we turn to it for comfort, we spend our time and money on it, etc. As I heard these traits and thought of consumerism fit the profile of a religion, I was shocked and saddened. Saddened to think this is where the moral compass of the unchurched (and many churched) lies. I think it's imperative that we brand our faith and attempt to have it compete with the swoosh and golden arches. Man, Shelby you’ve pushed my button with this one. I’ve been thinking about this for several years… about marketing in relation to our congregations. I have a background in mass communications… graphic design, marketing, photography, journalism, etc.

I went to church camp this year and attended a workshop where the facilitator (a UU minister from Oklahoma i think) said, (paraphrased) “what we (we being all religions in general) are competing with is the most popular religion. The religion of consumerism.”

He went on to list the traits or profile for what a religion is… how it guides our life, we turn to it for comfort, we spend our time and money on it, etc. As I heard these traits and thought of consumerism fit the profile of a religion, I was shocked and saddened.

Saddened to think this is where the moral compass of the unchurched (and many churched) lies.

I think it’s imperative that we brand our faith and attempt to have it compete with the swoosh and golden arches.

]]> By: Shelby http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7760 Shelby Thu, 20 Dec 2007 14:52:47 +0000 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7760 Hi John, Nothing wrong with being silly! Thanks in advance for the link love -- I'm looking forward to reading more of your thoughts on this question. Hi John, Nothing wrong with being silly! Thanks in advance for the link love — I’m looking forward to reading more of your thoughts on this question.

]]> By: John 672 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7743 John 672 Thu, 20 Dec 2007 04:15:47 +0000 http://www.lookingforfaith.org/blog/2007/should-liberal-religious-groups-be-making-clothing-cds-movies-and-other-products#comment-7743 OH yes yes yes yes yes yes! Er, um, well... Not exactly. I think we do need to market ourselves, but not quite in the way that mainstream Christianity has. Don't worry - I have a post about that coming up soon! And it'll link to this one. LINK LOVE!!! (it's late, and I'm silly) Namaste. OH yes yes yes yes yes yes!

Er, um, well… Not exactly. I think we do need to market ourselves, but not quite in the way that mainstream Christianity has.

Don’t worry - I have a post about that coming up soon! And it’ll link to this one.

LINK LOVE!!! (it’s late, and I’m silly)

Namaste.

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