Just read a fantastic article by Joel Rubinson on where company branding is going. People aren’t into special “features,” they want “solutions.” It’s a double bonus when your solution can be attached to a cause. For example, people stand for real beauty when they buy a bar of Dove soap.
This has been further inspiration to where my churchis going. We’re going further and further from “selling” seeker sensitivity as our feature. Instead we are becoming a church that Serves the World with the World. If people want to stand for that, they’ll want to come along for the ride.