Brands of Faith

In a society overrun by commercial clutter, religion has become yet another product sold in the consumer marketplace, and faiths of all kinds must compete with a myriad of more entertaining and more convenient leisure activities.nbsp; Brands of Faith argues that in order to compete effectively faiths have had to become brands - easily recognizable symbols and spokespeople with whom religious prospects can make immediate connections

Mara Einstein shows how religious branding...
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In a society overrun by commercial clutter, religion has become yet another product sold in the consumer marketplace, and faiths of all kinds must compete with a myriad of more entertaining and more convenient leisure activities.nbsp; Brands of Faith argues that in order to compete effectively faiths have had to become brands - easily recognizable symbols and spokespeople with whom religious prospects can make immediate connections

Mara Einstein shows how religious branding has expanded over the past twenty years to create a blended world of commerce and faith where the sacred becomes secular and the secular sacred.nbsp; In a series of fascinating case studies of faith brands, she explores the significance of branded church courses, such as Alpha and The Purpose Driven Life, mega-churches, and the popularity of the televangelist Joel Olsteen and television presenter Oprah Winfrey, as well as the rise of Kaballah.nbsp; She asks what the consequences of this religious marketing will be, and outlines the possible results of religious commercialism - good and bad. Repackaging religion - updating music, creating teen-targeted bibles - is justifiable and necessary. However, when the content becomes obscured, religion may lose its unique selling proposition - the very ability to raise us above the market.