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Church and Advertising

In: The Church as a Brand

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Listed:
  • Oliver Errichiello

Abstract

Chapter 3 addresses the widespread irritation and theological objections to the idea of churches as brands, with critics fearing superficiality, a desire to please, and a contradiction between the exclusive nature of brands and the inclusive mission of the church. Paradoxically, however, it becomes apparent that the church, with its biblical-normative foundation, already represents one of the oldest and most successful brands, providing both spiritual services (worship, pastoral care) and concrete social services (hospitals, schools, emergency aid), thereby creating a millennia-old alliance between institution and people. As an early brand developer, the church used symbols, rituals, and narrative structures (parables) to develop communicative archetypes that fundamentally shape modern marketing and communication strategies to this day.

Suggested Citation

  • Oliver Errichiello, 2026. "Church and Advertising," Springer Books, in: The Church as a Brand, chapter 0, pages 15-18, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-51565-2_3
    DOI: 10.1007/978-3-658-51565-2_3
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