Rebranding Christianity : When The World's Most Important Brand Loses Its Way

by Jeff Jones

The next few years will either deepen the decline away from Christianity or spark a movement toward Jesus. Which of the two happens will largely depend on how Christians represent Jesus, and we need a major course correction. I am fully hopeful that if we embrace what Jesus taught, then we will win over a skeptical world that is hungry for what only He can provide.

The emerging generation is not being repelled by Jesus but by a perversion of Jesus whom they see in us as His church.

Love is our brand identifier, and it’s the first thing people should think of when they hear the word Christian.

Love is not optional for Christ followers.

Jesus’s form of hospitality welcomed all people into relationship with Him, especially those who were marginalized. This wide welcome often got Him into hot water with the religious elite who confused acceptance with approval.

Paul told the Colossian Christians to “Live wisely among those who are not believers, and make the most of every opportunity. Let your conversation be gracious and attractive so that you will have the right response for everyone.”1 We must engage carefully, wisely, and winsomely so that we don’t miss opportunities for positive impact.