Here’s a quote I read this morning from the book unChristian. It is in the afterword, written by Gabe Lyons:
“One helpful way to reflect on this conclusion is through the lens of a brand….For instance, when you hear the word Starbucks, what immediately comes to mind? A round green logo? The aroma of coffee? The taste of a vanilla latte? The greeting of a friendly barista? A warm place for conversation? Or perhaps you have an entirely different, negative set of images that comes to mind. The point is, when presented with a brand name, you immediately summon all your past experiences and interactions with the product and form an instant opinion.
“To outsiders the word Christian has more in common with a brand than a faith. This shift of meaning in recent decades has been magnified by an increasing use of the term Christian to label music, clothes, schools, political action groups, and more. And sadly, it is a bad brand in the minds of tens of millions of people. In the middle of a culture where Christianity has come to represent hypocrisy, insensitivity, and bigotry, it’s easy to see why the next generation wants nothing to do with it.”