Several weeks ago I linked to a couple of thought-provoking videos by Harvard’s Youngme Moon, and I provocatively asked, “How much of this is relevant to the church?” A friend of mine watched both videos and sent me this response. (She agreed to let me post it, but being the shy, retiring type ;-) didn’t want her name attached to it).

The ‘different’ video whetted my appetite to read her book, so I ordered it from the public library. It’s an easy-to-read book even though it’s all about marketing. But the farther I got into it the more excited I became. It’s all about what Youngme calls anti-brands or hostile brands. Brands that stick out because they don’t go along with trying to be bigger and better and more-inclusive, and just be more of the same, but actually play up their shortcomings and negatives, while offering something really special.

For instance Apple’s Mac has less ports and other extras, has a hefty price, but IS an outstanding computer. Or Birkenstock sandals, they are quite plain, ugly even, but give you comfort like no other sandal does.  Another one is IKEA, the Swedish furniture store that has you assemble all their furniture at home, and unashamedly admits that their stuff won’t last for decennia.

I found it so exciting to realize that the Gospel all along has been THE anti-brand! It is up front about the ‘negatives.’ We can’t serve both GOD and Mammon. The LORD JESUS didn’t come to bring peace but the sword. We shall have tribulations; sickness, poverty – no health and wealth. The Gospel means denying ourselves, becoming the least – meek and lowly in heart. And at the same time It shows riches above measure, strength in weakness, and joy unspeakable. It shows us the utter failures we are, but able to do all things in CHRIST.

To come back to David’s question, I think we need to become more aware of the uniqueness of the Gospel . Thank GOD the Gospel doesn’t need marketing gimmicks, ‘just’  faithful preachers who preach the Word of GOD – our LORD JESUS CHRIST. And build up and encourage the church to walk with their LORD and live the Gospel – isn’t that all the ‘different’ we need?

Now watch the video: