Branded Faith: Contextualizing the Gospel in a Post-Christian Era
Digital Logos Edition
Overview
Christianity may be the greatest story ever told, but in Western culture it is losing ground against the powerful forces of secularization. In examining the root causes of this cultural shift, does the church have anything to learn from secular society and the business sector? For decades the church has resisted the idea of using business methodologies in the religious sphere. Yet a closer look reveals that most church hierarchies have borrowed much of their organizational structure from the business sector. But the church is not alone in its borrowing. Today the lines between the church and the business sector are blurred, as both entities influence each other interchangeably. In Branded Faith, Rajkumar Dixit enters an engaging and intellectually stimulating analysis of what the church can learn from the business practices of marketing, branding, and contextualization. Using examples drawn from widely recognized companies such as Nike, Starbucks, Coca-Cola, and Subway, Dixit systematically builds a case for the power of a story, and emphasizes the importance of seeking culturally relevant ways to spread it. Those who care deeply about sharing Christianity powerfully and effectively will find in Branded Faith a thoughtful presentation of ideas on how to maintain the integrity of the gospel, while exploring fresh methods of communicating the good news to a postmodern society.
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”Kumar Dixit loves the church, and he’s in it up to his
elbows-pastoring, leading, studying, thinking. He has correctly
identified one of the truly pivotal issues the church must face
this century, and he writes with clarity and passion to help
Christians, church leaders, and denominational leaders move wisely
into action."
--Brian McLaren
Author, activist
“I’m interested in how the church can be both faithful and
effective; how to make the gospel relevant to life and life
relevant to the gospel. We need not avoid the language of the
market but rather transform it for the work of the kingdom. That is
what Dr. Dixit is helping us do with this book. Read it, use it;
“rebrand” your own ministry."
--David McAllister-Wilson
President, Wesley Theological Seminary
"Rajkumar Dixit sees a ‘branded church’ less as some shopping list
of ‘to-do’s’ or a broadside for new programs than as the
choreography for a whole new dance. Just as ‘join the dance’ was
one invitation used by some sixteenth-century reformers to get
people to join the Protestant movement, Dixit’s book invites us to
join the movement of the Spirit today and what God is already doing
in the church and in the culture."
--Leonard Sweet
Drew University, George Fox University
Product Details
- Title : Branded Faith: Contextualizing the Gospel in a Post-Christian Era
- Authors:
- Dixit, Rajkumar
- McLaren, Brian D.
- Publisher: Wipf and Stock
- Publication Date: 2010
- ISBN: 9781498272674
Rajkumar Dixit is a nationally recognized speaker and trainer, specializing in branding and leadership development. He serves as an associate pastor at New Hope Adventist Church. He earned his Doctor of Ministry at Wesley Theological Seminary, in Washington, DC.