Look Who's Using the E-Word

I serve on the Board of our local Habitat For Humanity affiliate, and recently I attended the Habitat National Conference in Kitchener. 

As with most conferences, participants could sign up for a variety of workshops. One that I attended was on "Branding" -- specifically, how to use social media so that people will recognize who you are and know what you're about. It was led by Sean Moffitt, a well known marketing guru and author of the book Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace. 

It was fascinating, but a lot of it was over my head. The information flew past at warp speed, and Sean talked about social media and technologies I had never heard of. 

But there was one moment that made me sit bolt upright. 

"It's no longer about product promotion," he said. "It's about brand evangelism."

Did I hear right? Did he just use the dreaded E-word? That word that Christians invented but that most of us are ashamed to utter? 

Did he just say EVANGELISM?

Evangelism comes from the Greek word euangelion which means "good news." It's been central to Christian identity since the beginning. We have heard good news, and we need to share that good news with others. 

But what our churches have mostly stopped doing, marketers are embracing enthusiastically. Brand

evangelism assumes that it is not the corporation that calls the shots anymore, it's the customer. Companies are realizing that if they want their brand to take hold, they need more than high priced advertising. They need millions of ordinary people who will spread the good news for them. 

Brand evangelism is based on a few key principles. 

1.   The EXPERIENCE matters more than the PRODUCT. 
Branding is not just about the practical merits of this car, shampoo, cell phone, yogurt over its competitors. It's about the promise of a certain experience or lifestyle. It's about how this product will change your life. 

2.  PARTICIPATION matters more than PURCHASING
Brand evangelism takes off when people have a sense that they are participating in something bigger than themselves. By aligning with this particular brand, they are joining a movement. They are connected to others who share the same experience. 

3.   The LANDSCAPE is FLUID. 
Marketing used to appeal to people's long-term loyalty, loyalty that could last for generations. ("My Granddaddy was a Ford man, my Daddy was a Ford man, and I'll be a Ford man till the day I die!") Marketers today know that the ground is constantly shifting. Because people are looking for an experience, not just a product, they will quickly move on if something else promises to deliver that experience better. So companies need to be constantly thinking ahead and be ready to change their approach on a moment's notice, or they will be left behind, as former giants like Sears, IBM, GM and Blackberry have found out.  

4.  STORIES are critical
Marketers have become great storytellers. Or, more precisely, they have created the conditions in which their customers can become great storytellers. Brand evangelism relies on personal testimony that connects at the level of the heart. 

One of the best examples I've seen of this is the Tim Horton's commercial where a woman and her husband are cleaning out her parents' house in preparation for downsizing. It's the

house where she grew up. You see a flashback of her as an excited child on moving day. In the garage they find a cardboard box of Tim's cups, each marked with a significant event -- "Moving in," "Jess's first hockey game," "Dan proposed to Jess." They take the box out to her Dad who looks at the house he will soon leave, so full of memories, and then writes on the Tim's cup in his hand.

This commercial has nothing to do with coffee and donuts. It's about relationships, family and the creation of memory and meaning. The message is that Tim's is there in all the important moments of your life. 

And, it's a true story. 
If you haven't seen it, here's the link: 
https://www.youtube.com/watch?v=r-uEfcdmcqQ

Church people get nervous when we talk about marketing. It sounds exploitative and manipulative and it certainly can be. 

But our critical Number One Question today is:  Do we still believe we have good news that's worth telling people about? Do we still believe that we have something that can change people's lives -- something of vastly greater value than even the best computer, car or cup of coffee? 

And if so, why are we so afraid to share it? If marketers can talk unabashedly about evangelism, why can't we? 

I know why. That word has a lot of baggage. It's caused a lot of harm. And we don't want to simply emulate the purveyors of religious consumer products. 

But what can we learn from today's marketers about how to get a message  into people's hearts and homes? 

Some questions:

How can we offer people an experience of God that rings true, and that touches their lives at a deep level? 

How can we foster a sense of genuine participation so that people are connected by things that really matter?

How can we become more responsive to our fluid cultural landscape without losing our souls? (A special challenge for churches that were created to resist change.) 

How can we free people to tell personal stories and find ways of sharing those stories with others? 

Of course, it all has to start with the message. We need to do some soul-searching there. It's clear to me, anyway, that companies believe more passionately in their message than many churches. 

Sounds like plenty of material for at least five more blog posts. 

Stay tuned.