Reclaiming the Jesus Brand

by Kelvin Dyck
January 31, 2010

Text: Colossians 3:17

Introduction

One of the most influential books of the last decade has been Naomi Klein’s No Logo. In it, the author has tried to identify the emerging anti-corporatist attitudes which her generation has displayed in its concern about globalization. Corporations have undermined governments and local communities by the devious management of brands or logos to dominate the mental or psychological worlds of consumers. Rather than produce things at the local level, corporations manage brand images, outsourcing their manufacturing to factories overseas, and thereby impoverishing local workers and enriching the shareholder at the expense of citizens and local communities. This sleight of hand leads to the use and abuse of resources, removes trade laws, lowers taxes, and reduced environmental protection.            

In an article in “Report on Business” Andrew Potter suggests that unfortunately for Naomi Klein, her book, which was intended to expose and eradicate ‘brand bullies’, instead became “the most influential marketing manual of its time”. Marketers read her book and sought out ways in which they could respond to her well-founded critique, and neutralize the various strategies of the anti-brand activists. Klein would argue that branding is dangerous and misleading. What are we as Christians supposed to think?

Branding as a Christian Practice

Well, Christianity has been branded not always in a good light. When people see the words Christian, or evangelical, or fundamentalist, or religious, there are perceptions which immediately come to mind. Perhaps irrelevant, sincere, misguided, anti-intellectual, out-dated, anti-science, bigoted, disinterested on the one hand, and but also caring, helpful, generous, hopeful, kind, sacrificial on the other. Is branding always wrong or are there good ways of doing it?

Our text this morning states that our lives are to be branded by the one we have promised to follow. By identifying ourselves as Jesus’ disciples, we are identifying ourselves with the Jesus Way. Taking on the name of Jesus is a kind of branding. We are taught to pray “in Jesus’ name.”  MCC has as part of its logo, “in the name of Christ.” In fact, our text tells us our words and our deeds are all to be done in the name of the Lord Jesus. (Colossians 3:17) That is to my mind a kind of branding, a taking on of the Jesus name.

So then, if branding or identifying ourselves in the name of Jesus is called for, what would this mean for us in Southern Manitoba?

Firstly, we must live our lives as a unified whole. (do it all in the name of the LORD Jesus). We should live unfragmented, integrated lives. Too many of us have compartmentalized our lives into those which are separated into spiritual and unspiritual components. Other ways of describing this divided life are: Sunday Christians vs. weekday people, or using Christian principles vs. business principles, or even living in the flesh vs. spirit. Our whole life is to be brought under the Lordship of Jesus Christ; not just part of it.

Secondly, we must refuse to baptize our secular systems as necessarily Christian. For example, we must not confuse our economic system as being any more Christian than other kinds. There may be advantages to ways of doing things but we dare not assert their legitimacy from a religious or spiritual perspective. The same is true of our political system and our judicial system. These are the ways in which perversions of the Gospel like “the prosperity Gospel” or “democracy” assume a quasi-religious justification. Far too often, Christians in North America confuse their socio-economic situation with their faith identity. The reasoning goes something like this: I like the market economy because I enjoy a very high standard of living. So do most of my fellow-Canadians. Therefore it must be a more Christian economy than other less successful economies.

The truth is that our societies in the West have been fortunate to live in a temperate climate with little disease, many natural resources and relative peace. (Some among us would claim to be victims of this peace). Furthermore, we have been blessed to be welcomed to this land as aliens and strangers. We have experienced a world not of our own making but one developed by those who went before us, made enormous sacrifices, and left to us as a gift.

Thirdly, we must in all things be thankful. This means that we refuse to think that what we have or where we are is our entitlement. We must acknowledge God’s grace in the privilege we have and also acknowledge our responsibility with what we have. This means that we are willing to learn from others, to respect others, to be generous to others, and to be just in our dealings with others. “In our words and deeds”, do everything in the name of Jesus Christ.

Conclusion

Throughout Colossians 3:12-17, Paul calls us to offer thanks. Thanksgiving is to characterize our lives.

On this day when we receive these new members and make promises to one another, we should remember what it is that membership is to accomplish. On its own it does not amount to much. But if we are serious about membership and our desire to live fully integrated lives under the Lordship of Jesus Christ, the accountability membership symbolizes, and the strength membership promises, our promises will be a way of saying I want my life, faith and work to be one under Christ, and I need you to help me. Amen.

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