What was Jesus' brand?

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What was Jesus’ brand?

The catalyst for that question was a recent federal court decision in favor of The Episcopal Church retaining its name, trademarks, etc. The decision was against the breakaway group led by the former Episcopal Bishop of South Carolina, Mark Lawrence.

More broadly, continuing globalization makes branding ever more important. Inundated with information and choices not only about religious affiliation and media outlets, but also choices about competing products, services, and even friends, branding becomes a convenient way of narrowing one’s choices. (For choosing friends, think in terms of tribes and clans instead of brands, concepts that greatly overlap.)

Who really wants dozens of choices of soaps, toilet paper, canned baked beans, and so forth? Evaluating each option while standing in a store aisle or sitting at one’s computer would require more time and energy than the task deserves. So, we tend to rely upon brands to help us to find the product, service, or person for which we search.

What was Jesus’ brand, that is, what was his image among the people of Galilee, Judea, and Samaria that attracted people to him?

What is Jesus’ brand today?

For some, Jesus’ brand is increasingly identified with Donald Trump. Christian evangelical endorsements of Trump have largely remained constant in spite of personal behavior (adultery, lying, verbally berating people, etc.) and public acts (demanding unquestioning personal loyalty, statements that at a minimum imply condoning racist attitudes, etc.) that are prima facie incompatible with Christian teachings. These endorsements of Trump seem akin to biblical declarations of God using non-Christian leaders (e.g., the Pharaohs and Nebuchadnezzar) as God’s instruments. In the case of Trump, Christian endorsers believe God may use him to outlaw abortion, to wrest control of the judiciary from anti-Christian liberal judges, and to preserve American exceptionalism.

For others, Jesus’ brand emphasizes loving our neighbors (all of them, near and distant!), caring for creation, and working toward justice for all. This perspective identifies more with Pope Francis than with Donald Trump, and even more with Francis of Assisi than his contemporary namesake.

If you self-identify as a Christian, does Jesus’ define your brand? That is, does Jesus define your identity as person and your image in the community in which you live, whether actual or virtual?

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