Tag Archives: marketing

Pastor Mark Driscoll teaches you how to slander!

In this free document made available through the generous support of Warren Throckmorton, you’ll learn all of Pastor Mark Driscoll’s techniques on how to slander!

Pastor Mark Driscoll

Pastor Mark Driscoll

Below, you’ll find just a few quick tips and highlights from a manuscript compiled by 21 former pastors who didn’t want these nuggets of wisdom cast aside.

This collection is sure to become another Mark Driscoll New York Times Bestseller.

In these Driscoll originals, you’ll learn how to…

promote yourself

“You think you’re the Resurgence. But, you’re not the brand. I’m the brand!”

Stick to your convictions

“I don’t give a shit what you think.”

exercise strong leadership

“…his fat ass is not the image we want for our church.”

Take real action

“I’ll tear his church down brick by brick.”

And there’s more! Download the Formal Charges document today — and start learning Driscoll’s ruthless, self-promoting, anti-ecumenical, corporate approach to faith.

Remember — you must increase, and everyone else must decrease!

Narcissistic marketing? Celebrity worship?

After all the controversy regarding his books, his use of sources, and his decision to pay a service to push his book sales onto the bestseller list, Pastor Mark Driscoll decided to change his ways (the self-flattery in the letter is another matter).

And yet pause for a moment on the image below. I received an email with this (see below) promo on Thursday, four days after Easter. The shirt actually has “Pastor Mark Driscoll” on the front. So the event is over, the time has passed, and Mars Hill Church is trying to unload t-shirts for $13. Does anyone else feel like this situation just doesn’t look right or feel right?

Here’s a guy who doesn’t understand basic plagiarism ethics — yet is starting an academic seminary — and nearly admitted he doesn’t have any business leading anything (other than, as I might suggest, sensationalist shock programming for MTV and Spike).

But, if you’ve sipped the Kool-Aid, you’ll think it’s cool to have this guy’s name on your chest. Wow.





The secret to a ‘brand movement’ — intersection of market, product, and belief

A poor drawing of the concept!

Having been an entrepreneur and a business editor at a daily newspaper, I’ve noticed that brand movements combine three things — and sometimes, this brand movement happens without any strategy on the part of the company.

You know what I mean by a brand movement — an infectious, must-have product or service with a following of “raving fans” and devoted disciples.

For example, people don’t just like Apple‘s iPod and iPad — they take an extra minute to place the Apple stickers on their cars. The same thing happens with Roxy — good products and loyal fans who will advertise for the company.

And all those Apple and Roxy stickers fan the flames of the brand movement. It just spreads.

For a brand movement to occur, three elements must overlap in a complementary way.

Those three elements are:

Product — This is actually the weakest of the three, at least in my opinion. A product could be a high-quality item, a unique item, a novel item, or just a piece of plastic that allows a consumer to identify with others who have the same piece of plastic. The product could be original or derivative.

Market — A group of people or a demographic already inclined toward the product. The sales target. It could be as broad as middle-class America (think Apple) or it could be more narrow.

Belief — This might be the most important of the three. Whether it already exists or is manufactured by marketing geniuses, the belief must be strong and ubiquitous, and it must point people to the product. As others have said before, a successful product either conveys status or relieves a pain or a need. But the belief in either the status or the relieving properties of the product must be so strong that a member of the target market joins the brand movement without question.

When these three things overlap in the right way, a brand movement is inevitable.

However, for the product to inspire a belief, know your target market. Your target market must be the kind of market that (a) could legitimately buy the product, and (b) could have a belief that the product could remedy a need, whether that need is status or relief.
Creative Commons License
This work by Colin Foote Burch is licensed under a Creative Commons Attribution 3.0 Unported License.

Against evangelistic billboards

The recent Dallas Morning News headline read, ‘I Am Second’ advertising campaign aims to put God first

The story mentioned billboards throughout the North Texas region and an accompanying Web site featuring videos from actor Stephen Baldwin, football coach Joe Gibbs, and other famous people.

While I find some of the “I Am Second” campaign compelling, I’m going to offer a dissenting opinion regarding evangelistic advertising and marketing campaigns.

I think many well-intentioned people are still playing out a trend that began in the early 1900s in the U.S. and the U.K.

Beginning back then, various fundamentalist, evangelical, and Pentecostal groups saw the principle problem as one of competing messages in a time when mass media was rapidly increasing its influence. The pre-set cultural touchstone of Christianity was no longer pre-set, so the goal became to answer the “bad” messages with “good” messages.

Some of these message campaigns, well-intentioned, got out of hand, like when Prohibition became law.

Today, we have too many messages — advertising prompts, marketing slogans, campaigns of various kinds — and most of them reflect a certain set of values that runs counter to traditional religious views.

Therefore, the well-intentioned, yet wrongly oriented, fundie/evangelical/Pente mind thinks that the problem is too many of the wrong kinds of messages.

Unfortunately, in their answers to the wrong kinds of messages, they are simply adding to the message-overload of our media age, in a time when message-overload is a problem unto itself.

They took the premise of our media age for granted, when the premise itself was a problem.

We need more conscientious objectors in the Message Wars (borrowing from Gregory Wolfe’s approach to the Culture Wars).

“The lost,” as the fundie/evangelical/Pente crowd defines them, do not need more messages. They really, really don’t. Meanwhile, inside some religious crowds, folks have abstracted the impact of the Gospel into polling and statistics. Who believes? Who doesn’t? Who is winning?

If the Gospel is about a relationship — with someone who has already won it all — then why make evangelization about competing messages?

To speak in fundie/evangelical/Pente terms, “the lost” need more genuine relationships with Christians who are going to stick around (instead of leaving when evangelistic efforts don’t produce an immediate conversion), and who can actually relate to others within common interests, instead of constantly proselytizing for their point of view. Inside some religious crowds, folks need to be able to identify those with whom they share common interests, and those with whom they don’t share any interests (ergo, don’t push it), and understand that the foundational commonality of bearing the image of God is our essential human nature, even if some of those images are brutally warped instead of partially restored.

Since the early 1900s, there have been generations of fundie/evangelical/Pente folks who “spread the Gospel” by handing out impersonal, mass-produced pamphlets and by inviting people to big-arena crusades (where, if they came forward, they could receive an impersonal, mass-produced pamphlet).

As a person of something like Reformed Anglican faith, I can’t say all the messages and pamphlets and crusades are entirely bad, and I understand how they can be a welcome change within all the static and visual clutter, but I think the people behind the campaigns subtly reinforce fundamental misunderstandings about what the Gospel actually is (a media event? a popular movement? a momentary triumph in the Message Wars?), as well as what actually influences people, which would be relationships.

We need a few more conscientious objectors in the Message Wars.

-Colin Foote Burch