Christianity, as a brand, has little problem with awareness. Hardly a person on the planet is unaware of its existence. Unfortunately though, we’ve allowed Christianity to move into a dangerous area known as “brand parity.” We’ve allowed Christianity to become simply “another religious option” instead of the unique and life-changing choice offered by Jesus.

Ironically, we’ve done that by accentuating another type of brand loyalty. Over the past century, American Christianity has spent most of its energy focusing not on presenting Christ crucified as the “heart” of the brand, but a denominational variation. In short, we’ve lost sight of the core principle of the brand and focused too much on differentiating on levels that ultimately the “customer” doesn’t find meaningful.