In Boulder, I began laying out my new work as it relates to marketing and faith. I am trying to understand what happens to the concept of service, giving, caring for others–something that is fundamental to most faith system–when that becomes commoditized.
Thus while in Brands of Faith, I asked the question “What happens when you market religion?” My new work will ask the question “What happens when you market service?”
Broadly in terms of marketing faith, I concluded that religion is a product and in today’s overly cluttered media market it is necessary for religious institutions to market themselves—in particular brand themselves—in order to remain part of the cultural discourse.
I have also discussed that religions needs to ensure that they do not give up their USP, their unique selling proposition. A USP, a term coined by the late advertising legend Ted Bates, is based on a product’s attributes (physical characteristics) or benefits (what the consumer gets from interacting with the product). Based on these attributes and benefits a marketer creates a positioning statement that differentiates the product from the competition. One of the most well-known USPs is M&Ms’ “melts in your mouth, not in your hand.”

If we look at religion through the same lens, we might break down its attributes and benefits in the following way: Religion’s attributes are written texts, a place to go on Saturday or Sunday, a source of information from a leader, and other tangible elements found in most organized religions. Its benefits are fellowship, interaction with likeminded people, a better sense of well-being, and, perhaps, salvation. In addition, religious institutions provide a place where people can demonstrate their commitment to a higher purpose, specifically through service.
So, an important aspect of a religious organization’s USP is ways in which it enables people to serve.

I began thinking about these ideas because of two unrelated events. First, I was asked to speak on a panel at the 2007 Media Reform Conference in Memphis about Dr. Martin Luther King, Jr. While, like most people, I had some slightly more than vague ideas about Dr. King and his legacy, doing the research for that presentation forced me to dig a bit deeper and created a stronger appreciation for the work that he had done.



Shortly thereafter, the (Product) Red campaign was launched in the US after having a successful debut in the UK. My initial response as a marketer was, “That’s f**kin’ brilliant.” After a breath and thinking as a human being instead I thought, “That’s f**kin’ horrible.” In putting these two events together I couldn’t help but think “where are the Dr. Kings of today? Who has taken over the mantle of the social gospel? Is it truly Corporate America and celebrities like Bono and Oprah? Has Cause-Related Marketing and its sister, Corporate Social Responsibility replaced true social action and radical political change, a function that used to be the work of religious leaders?” As I looked at these two events in relationship to one another I found my new line of research questions:
1. What happens when you market “service?”
2. Has Corporate America hijacked one of faith’s key benefits, i.e., service?
3. Where are the preachers, the pastors, and the rabbis? Are they doing the work of the social gospel, and if they doing the work, are we just not seeing it (which may be significant)? Why not?
4. Can religious institutions regain their service USP?
So, that’s what I’m thinking about these days. Next I get into what Corporate Social Responsibility is and how it is the “new hot thing” in Corporate America.