Last but not least: Positioning religion as a top brand
Religion and brands have nothing in common? Not at all! In today's consumer-oriented society, everything becomes a brand.
Religion and brands have nothing in common? Not at all! In today's consumerist society, everything becomes a brand. We are used to choosing the branded products that best meet our needs, Mara Epstein, author of Brands of Faith, told Ad Age magazine. It's exactly the same with faith. We choose the religion that promises us the most gratification. If we are disappointed by one brand - or religion - we switch to another.
Now a US study has revealed the lack of loyalty to the religion brand. According to the study, around 46 percent of 18 to 34-year-olds do not feel they belong to any religion. Last week, the United Methodist Church launched a 20 million dollar advertising campaign in the USA to boost its tarnished brand value. Among other things, Twitter and Facebook as well as the homepage are being used 10thousanddoors.orgto unite passive unbelievers in a community of active believers. With this advertising strategy, the Methodists want to stand up to the megachurches in the USA, which attract churchgoers in droves by offering them entertainment comparable to Disney World - music, light shows, extra offers for the children, etc. Because shrewd marketing experts know: give the audience what they want. There is no need to have any qualms of conscience, marketing is simply "a necessary evil".
Now a US study has revealed the lack of loyalty to the religion brand. According to the study, around 46 percent of 18 to 34-year-olds do not feel they belong to any religion. Last week, the United Methodist Church launched a 20 million dollar advertising campaign in the USA to boost its tarnished brand value. Among other things, Twitter and Facebook as well as the homepage are being used 10thousanddoors.orgto unite passive unbelievers in a community of active believers. With this advertising strategy, the Methodists want to stand up to the megachurches in the USA, which attract churchgoers in droves by offering them entertainment comparable to Disney World - music, light shows, extra offers for the children, etc. Because shrewd marketing experts know: give the audience what they want. There is no need to have any qualms of conscience, marketing is simply "a necessary evil".
