Sep 22, 2008
Posted by jeremyscheller in Branding, Communications | 1 Comment
Starting Your De-Branding Project
ChangeThis has a fresh take on branding from Jonathan Salem Baskin.
Basically, Baskin is taking the approach that the old ways of creating “Brand Awareness” are dead. Getting awareness and recognition means nothing to the post-modern consumer who is longing for experiences in our society that is in constant change through the latest technical, cultural, and behavioral trends.
You can’t afford to just talk about brands and branding in a post-branded world. You have to do them
10 Rules for Branding in the Post-Branding world
- You Can ’t Brand Your Way Out of Reality
- Say What You Meant to Say
- Everybody is Selling a Service
- Shoot For the Moon, Not the Stars
- Integrate Over Time, Not On Content
- There ’s No Time Like Now
- Reality Has To Trump Virtual
- Kill Your Mascot
- No More Secret Codes
- Talk is Cheaper Than Ever Before
Check out the rest of this brief manifesto at changethis.com
So what does this mean for the church?
- Less about my church, more about our church
- Messages need to emerge from the medium. In other words, just using a projector and screen isn’t enough, if you’re not able to effectively get the message to jump out, make sense and be relevant.
- Get your message to the people. It’s not so much about getting the people to the message.
- We can finally stop selling church. People aren’t interested. They are looking for experiences that bring them to an emotional relationship and a real connection with God, not with churchiness.
- People are coming to church with their community already formed. We don’t necessarily have to push our brand of community.
- Don’t over-promise and under-deliver. People won’t trust you. People have options. People won’t come back to give you a second chance. Under-promise and over-deliver.
Jeremy, you really ‘got’ what I’m talking about, and then riffed on it further. Great stuff!
I’m out of my league thinking about church matters, but it seems to me that there’s always this dynamic balance between “faith” and “works. Declaring the Truth is important, but the way people become involved in it — and make it a part of themselves — is through action, isn’t it? I think that’s what you’re getting at in your analysis.
Best of luck to you,
jsb