The Evolution of Religious Branding

Through the freedom to choose an own belief, religious markets have grown strongly in recent times. Churches have developed their own marketing strategies, such as Scientology and the United Methodist Church (UMC).

Previously, the Church served as a place for social contacts, this is now replaced by the workplace. Some churches react on these social changes by offering shorter and entertaining services. Through the new method of religious branding the Church is a reputable product by a combination of symbols, language and mythology. After that a return to the tradition will follow. 

Scientology, founded by Ron Hubbard, recorded a strong growth after 60 second advertising film, which presents different types of people in the 20s and 30s ages, also the music and the images matched together. The issue was that the lives of the most persons are not in order and this could only be done through Scientology. 

Also the UMC has developed an advertising film "Open heards. Open minds. Open doors ". They tried to adapt to the needs of the viewer. Because a lot of young people are looking for a meaning in their lives and would refer themselves as spiritual.

If you look closely at the two commercials, Scientology has the aims to sell Hubbard’s books and CDs. The UMC is more complex, they want to promote Christianity and not just the UMC. “Religious branding will continue to be an important marketing tool for faith institutions.” (337)

Reference:

Mara Einstein, The Evolution of Religious Branding, Social Compass, 2011 58: 331-338

http://www.youtube.com/watch?v=YCMkaBIg4O4

http://www.youtube.com/watch?v=h1RaKWS6jb4