Brand is the buzzword for businesses and organizations all over the world. It spurs countless meetings and brainstorms, millions of dollars in research and hundreds of pages in manuals. It has shifted messaging and advertising campaigns. It has prompted new logos, flashy design, catchy taglines. And, after all of that, people still don’t know how brands are made.
As a church, communications AND clarity advocate, a lot of people have come to me asking what I think about churchclarity.com (a new web site attempting to pressure pastors and churches to disclose their positions on LGBT issues). I've had so many inquiries, in fact, I thought it would be helpful to share a personal reflection here.