Branded: Sharing Jesus with a Consumer Culture

Given today's diversity of religious choices, Christianity has lost its hold on the marketplace of faith, according to Christian radio personality and marketing consultant Sinclair. In this slim book, the author urges readers to apply effective marketing tactics to the task of evangelism. While some readers may be put off by the business terminology, Sinclair takes a light approach that makes his "pep talk" both urgent and fun. His mini-lessons incorporate case studies of well-known brands (e.g., Nike, Apple) as well as personal stories of lessons learned to show the importance of offering value over superficiality. Using scripture as support, he delivers a gut check to readers ("the product isn't the problem%E2%80%94the spokespeople are") to awaken them to their own hypocrisy, negativity, and inability to articulate what they believe. Instead of passively displaying bumper stickers and T-shirts, he encourages them to do the hard work of building relationships and making their offerings relevant, honest, and meaningful. Sinclair's message could be the boost readers need to tackle the decline in church attendance. (June)