Thursday, October 18, 2012
It's Not About "Branding"
Let’s play a word association game. When I use the word “evangelism” what comes to mind?What utter hogwash! Jesus did not "model a brand." Jesus was a person.
-A “Repent” sign?
-A pointed index finger (resulting in a flipped up middle finger)?
Too often, too many of us have negative views of the word evangelism. Sadly, the 2,000 year old practice of evangelism has 2,000 years worth of baggage that comes with it (i.e. the inquisition, burning heretics at the stake, Jim Jones, etc.) In the early church the baggage was merely carry-on. But today, there is so much baggage associated with evangelism that we are forced to check it and tempted to chuck it.
But we shouldn’t. Jesus himself modeled the right brand of evangelism which was equal parts awkward and awesome, drenched both in love and boldness. He commissioned his disciples to go into all the world and preach the gospel to everyone.
We don't "model" or "brand" anything if we are genuine Christians - we are transformed by the Holy Spirit. Talk about modelling and branding is a way of holding things at arms lengths - "it's not us, it's the brand." That makes Evangelicalism sound like something you can put on and take off like a set of clothing.
Certainly that is not Christianity. Christianity attacks us at the core of our being, it is not an image nor a viewpoint, it's not even a "way of life." It's an invasion and subsequent occupation - transforming us into something very different.
If we show "the wrong brand" it is becasue we resist our occupier. The problem is not the brand, its the rebellion.