Bad Marketing: The Cheapening of a Brand


Jesse Phillips wrote at the Catablog about Starbucks new marketing campaign leaving behind their roots as a luxury brand and seeming to self identify more with the fast food giants or commodities. (An interesting side note would be that many commodities, like milk and cheese, and the fast food giants are moving away from this model in many of their ads). He then poses an interesting question. “Does this apply to the Church as well? What kind of language has deteriorated the brand of Christianity to our post-Christian culture?”

Beyond that, have we done this personally? Do we often live as caricatures of our true selves, highlighting only that which we think is needed to make a good impression on someone? I read a book years ago that I cannot find or remember the author or title about personal branding. But it talked a lot about this. It was pretty much a treatise on inauthenticity and dishonesty.

I know it would be stupid and foolish to walk up to a stranger and drop all our junk in their laps, but why is it that we act as though we are perfect until either we prove that we aren’t or we trust someone enough to let them know that this perfect thing has all been an act? Is that really that much better?