This is a tough one. Some people claim that there is a very strong
similarity between religion and branding. I've been told that the
church in the old days designed the building in such way that it was
as tall as possible securing visibility on a distance (attracting
attention and traffic), that the interior design was designed in such
way that it enhanced the power of the belief etc.

The question is:

Can you find any cases or examples or stories indicating parallels
between religion and branding? Either brands copying religion or
religion acting, as were they a brand.

Good luck,

martin

---

Clarification of Question by lindstrom-ga on 12 Dec 2003 18:11 PST

Hello there,
Thanks for your feedback.
I'm not 100 percent sure what you came up matches what I was looking
for. The parallels are there ? yes - but they are not extremely clear
and difficult for me to use in my book writing. Do you want to give
this one more chance or is this your final result?

I look very much forward to hearing from you.

All the best,

Martin

---

Clarification of Question by lindstrom-ga on 12 Dec 2003 20:17 PST

Hi again,
Once again thanks for your feedback and Clarification.
I've signed off the US$ 10 due to your good effort on this difficult question.
Here's the story.
I'm currently writing a book about branding as religion. In the
introduction I'm comparing religion with branding - offering the
reader different parallels between the church and brands.
Like:

The logo = the cross
Outdoor advertising = the cross on the top of the church spire
Street placement = the church on the top of a hill - with 4 corner facing 
Uniforms = the priest uniforms
Music compilations = gospel
Sampling = red wine (Jesus blood) and bread (Jesus body)
Flagship stores = Cathedrals

I've been told that the church were very conscious about building
their brand, creating visibility, generating traffic etc. and would
love to access this type of information.

Needless to say that this is a very controversial topic - yet very interesting.

Good luck with your further research - let me know if you find
anything interesting and I'll pay you according to the quality of what
you find (between US$ 7 and US$ 50).

All the best,

Martin Lindstrom

---

Clarification of Question by lindstrom-ga on 12 Dec 2003 20:18 PST

...me again.
How do I pay you?

Martin

---

Request for Question Clarification by pinkfreud-ga on 12 Dec 2003 20:27 PST

Martin,

I'll be glad to repost my comments as an answer, if you feel that what
I've found so far is worth your $10. And, of course, I'll continue
looking for more info that you may be able to use. As someone with a
background in both religion and advertising, I'm fascinated by the
subject matter!

Do I have the go-ahead to post an official answer now?

Best regards,
Pink

Here's a quote that might interest you:

"The name of Jesus gets used like a brand name, like Coca Cola or
Kleenex or Compaq - it doesn't tell you a whole lot what's actually in
the product - it just sounds good. The name of Jesus gets used to
punctuate a touchdown, raise big bucks, stop abortions, stomp on gay
and lesbian folk, justify war, burn books, and make bad art. Jesus has
become in our franchised world sort of a Starbucks - seems like he's
got a store on every street corner and inside you can find a prejudice
or fear to fit every taste. You got your mild latte sort of Jesus in
whose name is made a whole lot of really corny music. And then you got
your high octane espresso Jesus pumping out judgment against abortion,
homosexuality, atheists, liberals and uppity women. I don't know about
you, but my heart yearns to get Jesus out of the store and back on to
the street corner itself where people actually live."

http://www.sococh.org/srm1.htm

From a page about the history of the Salvation Army:

"To win widespread public support, the [Salvation] Army had to tamp
down its sectarian strain. It needed to enlist Protestants across the
board and also Jews and Catholics, and even atheists - the very people
whom it wanted to evangelize. The Army succeeded at focusing its
public mission on helping the poor. It became a religion of action
whose theology was expressed through non-sectarian outreach. In that
sense the Army's material identity functioned like a brand name, and,
in time, it became known more for its good works than its distinctive
Holiness theology. The Army did this because of its mission but also
to ensure its survival."

http://www.materialreligion.org/journal/army.html

Martin,

I posted the material I found in the "Comments" section rather than in
the "Answer" section because I doubted that it was precisely what you
were looking for, but thought that it might be of some use. Comments
are "freebies"; your question is still fully open for all Researchers.

It would be very helpful if you could give a few additional details
about your needs, such as an example of a quote that typefies the kind
of thing you're looking for. The more we know about what you want, the
better able we will be to home in on it.

Best regards,
pinkfreud

Here's an article that compares denominational identity to brand identity:

" ?Protestants Look to Their Roots: After Decades of Ecumenism,
Denominations Emphasize Sectarian Brand Identity? is the title of an
article by Barbara Carton published in the Wall Street Journal
(October 19, 2000: B1,B4). This article describes some actions
mainline Protestant denominations are presently taking to better
publicize to the general public what is unique about their tradition,
as well as be considerably more intentional about teaching their
distinctive history, polity, and other facets of their faith and
practice not only to new members, but to long-time members, and those
seeking ordination in their denomination. By establishing a stronger
?brand? identity, Protestant denominations hope to: 1) re-involve the
marginal members in congregations; 2) induce their congregation and
members to demonstrate commitment to the wider denomination in
practices and in financial contributions; 3) attract new members who
are not presently identifiers with the denominational label. "

http://hirr.hartsem.edu/bookshelf/lummis_article1.html

This article discusses the jettisoning of denominational "brand names"
in favor of "generic" church names which may have more youth appeal:

"Protestant churches hope to attract younger adherents by name
dropping -- that is, dropping 'brand names' like Baptist in favor of
generic labels that seem more 'user-friendly.'

It's a Baptist congregation, but the word Baptist appears nowhere to
identify the fast-growing Fellowship of Forest Creek church outside
Austin, Texas. 'Name-brand' denominations still dominate America's
religious landscape, but more and more 'generic' churches are reaching
out to a younger, unchurched population that often harbors stereotypes
about Baptists, Methodists, Lutherans and others -- or cannot tell
them apart."

http://www.findarticles.com/cf_dls/m1571/7_15/53924470/p1/article.jhtml

Another article on the trend toward jettisoning denominational "brand names":

http://www.freep.com/news/religion/god3_20000403.htm

This comes from an article on "brand conditioning" as applied to churches:

"The denominational churches have long conditioned people to think of
religion in terms of brand names. Being 'just a Christian' is like
being 'just a cola' - if you have no trademark name on your label,
your faith can't possibly be as good as one of the popular brands.

The existence of brands, however, necessitates differentiation.
There's no value in the Coca-Cola name if every other soda tastes
exactly like Coke. In religion, differentiation leads to conflicting
creeds ? each church needs its own document (or set of documents) to
explain why it is different (and, by implication, better) than other
churches. So Roman Catholicism must have its catechism, Methodism its
Discipline, the Baptist church its Manual. Here again, we have no such
unique document. We have the Bible, and nothing else, to define our
faith. We are, in the eyes of our religious neighbors, 'generic,' 'no
name, 'off-brand.'

But so it was, in the beginning. Read the entire book of Acts, and you
will find neither brand nor denomination of church."

http://www.penngrovechurchofchrist.org/Articles/111603_brand.html

Hi Martin!

I saw in your clarification that you asked how to pay pinkfreud-ga for her work.

There are two ways you can do this.

1. You can tell her to post all her research as the offical answer to
this question.

OR 

2.You can post a new question with her name in the subject line. 
(If you do it this way, your question will remain open and another
researcher can answer it.)

Thanks,
Bobbie7

Greetings Lindstrom:

This is a fascinating question and I wanted to add some comments that
may assist you.

"A visit to Rome is incomplete without visiting St. Peter's Basilica.
Make no mistake: This is the richest and most impressive church on the
planet. Little marks on the floor tell visitors where other churches
would fit if they were erected in the Basilica. Michelangelo's Pieta
is encased in bulletproof glass just inside the entrance. The dome of
the Basilica was Michelangelo's final work and is the highest
currently in existence. Climb to the top for an incredible view of
Vatican City, Rome, and the Basilica below. Take special note of the
height of the Basilica. No building in Rome is allowed to be built
taller than this incredible structure."
http://www.a1vacations.com/panicohome/11/ 

"Of course, Rome never lets you forget that it has been there forever.
There are ruins everywhere. There is a law that says that no building
can be built taller than the dome of St. Peter's which has eliminated
any sort of high rise construction, at least in the city itself."
http://www.restaurantdoctor.com/trips/italy2000/day07.html 

Dan Brown also mentioned this it his book, The DaVinci Code.  I think
that a law regarding that a church be the tallest building could be
considered a form of branding.

********* 

Designing to "brand" Heaven? 

"Famous Churches 

Hagia Sophia (Holy Wisdom) 

§ built on the highest hill of the peninsula that Byzantium stood on. 

§ Built in 5 years 

§ Hired two theoretical scientist, one mathematician and physicist
(neither of which had ever designed a building) to design and build
Hagia Sophia

§ This building represents the genius of Byzantium architecture in
that it, for the first time, consolidates the longitudinal feeling of
the basilica with the spherical design of the mausoleum/ martyruim.

§ Built around the dome, to help the eye move upward, and to carry the
processional around the building moving closer and closer to the
center until they finally reached the alter.

§ Basilica is to the narrative, what the dome is to the mystical 

§ Pendentive ? is a spherical-triangular section of masonry that makes
a structural transition from a square plan to a circular one ? new
architectural development that allowed the construction of larger and
larger domes

§ Designed domes with much attention to how the light would come in
through the windows

§ 40 windows surround the main dome at Hagia Sophia and give it the
sensation of floating above the building"

http://www.vts.edu/2003/Fall%20Semester%202000/CH%201/Stokstad%20Medieval%20Art%20pp%2042-68.htm

********* 

Christianity appropriated "pagan" celebration dates
(Christmas/Winter's Solstice, Easter/Vernal Equinox) to use as their
own - that's a form of re-branding.

******** 

I hope these comments are of assistance and I wish you much success on
your book!  I hope you'll share the title here when it is published as
your topic is very interesting to me and reading through PinkFreud's
comments/answer was quite enlightening.

Best regards,
journalist-ga


SEARCH STRATEGY: 

rome churches no taller 
rome churches highest buildings

This comes from a page of ideas for children's worship services:

"Explain the significance of the broken bread and the wine.  Explain
that just like the golden arches from McDonalds remind us of food, the
last Supper reminds us that Jesus' body was broken and his blood was
shed s that we might have forgivenes from our sins.  Finally take out
the cross and tell them that just as the cross has become a symbol of
churches (you find them on top of most church buildings to advertise
that it is a church) the Lord's supper is supposed to advertise the
death of Christ for our sins."

Kay Poh Road Baptist Church: Children's Worship Ideas
http://www.kprbc.org.sg/cw/CW_Aug6_2000.html

A thought-provoking article about the use of Christian symbols in pop
culture and advertising:

Shoot the Messenger: Christian Symbols, the Ghosts Which Walk Through Pop Culture
http://www.shootthemessenger.com.au/u_sep_98/infowism/symbols.htm

From the same site, an article about Volvo's controversial "Save Your
Soul" ad campaign:

Shoot the Messenger: Material Indulgences with Volvo
http://www.shootthemessenger.com.au/u_mar_98/life/l_volvo.htm

Hi pinkfreud-ga and journalist-ga,
Thanks for some great input. I've used various sentences from both of
your links reflecting that you were on track. I've posted two separate
requests in your name - pls. reply to secure your payment.

Yes it is a very fascinating project - the title of the book is
BRANDsense and will be based on the worlds largest study ever
conducted on our five senses taking place in 13 countries. In addition
to this chapter 2 is about religious branding - and how branding more
and more will be inspired by religion in the future. The book is a
follow up to my last book BRANDchild (www.MartinLindstrom.com or
BRANDchild.com) published earlier this year. BRANDsense is to be
released worldwide September 15, 2004.

Thanks for your great help - you are always welcome to email me if you
have more ideas and I'll secure a payment for you.

All the best,

Martin

Hey, Martin. Just wanted to say hello. Came across your fascinating
question and knew it had to be you. It's Pamela from ClickZ here :-)
Hope you're doing well!

Hi Pamela,
Great to hear from you - this IS a small world eh?
I'ts funny but the more I dig into this topic the more facinating it gets.
Let me by the way know if you have any stories related this (very
controversial) topic .... ;-)

Say hello to all the Clickz's

All the best,

martin