Since becoming a marketer, I have tried to keep up with current trends, the latest news, and what have you. Recently, I came across an article written by a Professor Don E. Schultz of Northwestern University. He was pointing out how brand marketing and methodologies must be reexamined and reinvented in today’s marketplace. He writes,
“Marketers don’t control enough of the brand communication to develop “market position,” and certainly not enough resources to maintain a viable position once it is in the marketplace. Today customers do that through social networks, blogs, and Twittering—tools marketers have yet to understand, much less master…how do we do that in an interactive, networked, consumer-controlled, resource-constrained world that is still reeling from over-the-top brand experiences of the past 25 years?” (
Marketing Management. “Transformational Branding” Oct. 2009. pg.7).
I found this fascinating. Markets are transforming in many significant ways, but foremost is the shift of power to consumers. One of the greatest marketing concepts, “positioning,” is becoming integrated with the consumer in such a way, that the big brand companies may not enjoy such exclusive control over their constituents as they once used to.
What does this have to do with Apostolics? If I may draw a parallel, I would specifically point to the western church model and how it relates to the ever changing landscape of our culture and society. Imo, internet forums like AFF and others, blogs, and other social networking devices are transforming the concept of what it means to be a part of “God’s Kingdom.” I don’t view the church as a business, per se, but I do think the objective of evangelizing is winning souls, and to do that, we must love people. Perhaps it is more about relationships than programs. One-man potentates and church monarchies are becoming less and less relevant. Among the faithful, resources are limited, and yet, families still want to accelerate their experience with God and other believers. How can this be achieved? I think the clues are easy to see. It is revealed to us in forums such as this one. Through these mediums, there is freedom to discuss openly things that were formerly forbidden. Ideas and traditions can be challenged and proved (or disproved) against the principles of truth and morality. We can connect with each other, and communicate those things that are useful and relevant, instead of being indoctrinated and convinced of extra-biblical ideas and outdated thinking propagated by organized “brand name church” conglomerates.
What are the implications for us as “the salt of the earth?” If we are to remain salty, as Jesus instructed in
Matthew 5:13, then we had better reexamine, and perhaps reinvent our methodologies of how we witness and relate the gospel message to our neighbors, friends and family. Metaphorically speaking, we must not be content sitting on the shelf as a neatly packaged box of salt. Rather, we should strive to become part of the food, integrated in such a way, intimacy and interaction is unavoidable. And we ought not lose our savor. If needs are ignored, if people are mistreated, if personal agendas become paramount, if fellow brethren are wrongly disfellowshipped, if the voices of the saints are silenced, then
John 13:35 will not be fulfilled, and many will “be cast out…trodden under the foot of men.”
Salt is necessary for life. It has shaped history. If we are to be the “salt of the earth,” then let us not fail to market its life-giving qualities, or neglect the power that enables us to shape our future, and influence our world for the Master.
noeticknight 
Threaded Mode
