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Once reserved for consumer products like Coca Cola or Doritos, branding has become increasingly important in the God business. Churches, old and new, are using branding to define their theology, attract newcomers and get their message out...There's nothing wrong with churches reaching out to a community to invite them in, and in the process making their meetings more inviting. Up to a point. The problem is the core message of the Christian faith is not a safe, cozy one. It's that humanity is on the wrong side of God, and there's only One who can fix that (hint: it's not us). No decor, whether "1970s Baptist" or "Modern Art" will take the challenge out of that message, if it's properly delivered. Today's church is so weak because in an effort to be "seeker friendly," it's removed the very Stumbling Block it exists to exalt. And without Him, we can do nothing.For Crosspoint Community Church in west Nashville, branding was crucial when the congregation moved to a new building. The church, which started meeting five years ago in a public school, now rents about two thirds of the campus of Park Avenue Baptist Church.
But with its linoleum floors and mauve carpet, the building screamed out "1970s Baptist church."
"And that," said senior pastor Pete Wilson, "is not who we are."
While Park Avenue bills itself as a "traditional church family," Crosspoint services are more rock concert than hymns and prayers.
So, Wilson and Crosspoint leaders set out to brand the building as their own. They replaced carpet, set up video screens and theater lighting in the sanctuary, and transformed the concrete block children's area into something out of Gilligan's Island.
There are any number of "church growth strategies" today that result in large congregations whose Christian walk (if it exists at all) is "comfortable"-- a mile wide and a millimeter deep. Only one "brand" really matters for us: the scarred hands, feet and side of the One who died for us. Stop looking at the concerts and the carpet, and start looking at the Christ!
(HT: ThinkChristian.net)
4 comments:
Hi! I'm a member of Cross Point Church and have been since it's inception. I'd like to say that I completely agree with what you are saying about churches who try so hard to be "seeker friendly" that they lose the message of Christ in the process. I have been in those types of churches on occasion, and it is painfully obvious that is what is going on.
I would like to say that, quite frankly, that is not at all what Cross Point is about. I, too, was concerned when I read that statement in the article you referenced, not because it is true but because of the way it made our church sound. Please remember that the statement "Crosspoint services are more rock concert than hymns and prayers" was written by the writer for the paper, it was NOT a quote from anyone representing Cross Point. Frankly, it isn't the first time the Tennessean has come up with statements that didn't quite seem to fit with the person or entity I personally knew who they were describing.
It only takes one visit to Cross Point to see the heart of everyone there. They really do live by their vision statement - "…To be a community of believers which is radically devoted to Christ, irrevocably committed to one another, and relentlessly dedicated to reaching those outside of God’s family with the Gospel of Christ." Those 3 things are listed in the order they are for a reason. You can also see what is really important to this church through the core values they built this church on - http://www.crosspoint.tv/about/vision.html
Sorry to take up so much space here; I know that the ministries of Cross Point speak for themselves to anyone who has experienced any part of them, but I hate to think that people are getting the wrong idea because some newspaper writer came up with a catchy line for his article. Yes, we do believe in marketing/branding ourselves to reach a certain audience. But the group of people we are trying to reach is not now and never has been members of other faithful, Bible-preaching churches. We aren't out to say, "Come try us; we're more fun." But the person out there who has a misconception of what the church is all about and is no longer willing to step through the doors of a "traditional" church just might be willing to step into ours, and that is the whole point - reaching out. As the last statement in that article said, which WAS a direct quote from a staff member, "'We are not competing against other churches,' said Jenni Catron, the church's executive director. 'We are competing for all the other things that are vying for your attention every day.'"
Thanks for allowing me to add on here!
Karen
Nashville, TN
Karen, you are too kind. I'm very impressed, myself. It's amazing to know that there are these experts out there who are judging my church who can warn me and let me know (from afar) what the risks are in attending my church, and all without actually coming to my church to see what's going on! These experts are so good that they can read one single article in newspaper about my church, and then boldly state with pretense of grand authority and wisdom of the ages, what "The problem is..." with my church.
The problem with one shooting from the hip is while it always looks more impressive, one stands a good chance of missing his mark.
Sir, come to my church and you will learn the truth about my church. Until then, well, let's just say that most will favor the account of an event from an eye witness over one who 'read it in the paper' any day. Otherwise it would be like trying to become an expert on the bible by reading books 'about' the bible. Going to the source is always more reliable. You might want to stop by and check it out. We'd love to have you.
Sincerely,
br
Thank you both for your comments. I'll be the first to admit one cannot get a full picture from a single news article; the original post was less a direct criticism of your specific church than it was a commentary on what I see in churches in general. I can't say where your priorities are, but it's clear from trends in this country that congregations here are more concerned with the style of music, the color and decor of their facilities, and the "entertainment value" of their services than they are in developing an effective and community-changing walk with Christ.
Thanks for the invitation to attend; it would be a bit of a commute, however. God Bless.
Thanks for your response. You said that '"congregations here" are more concerned with the style of music, the color and decor of their facilities, and the entertainment value of their services than they are in developing an effective and community-changing walk with Christ.' I don't believe such a sweeping statement can be made with accuracy regarding 'congregations here' or anywhere else for that matter. However, I do believe what you said is 100% accurate about SOME PEOPLE in any church congregation, and that would also include yours. It's the broad generalizations that are made, often without having personal and specific experience with the particular situation being commented on, that I take issue with. It's much the same when the secular media singles out the most extreme, radical, even obnoxious Christ believers when characterizing the body of believers as a whole. Isn't that frustrating? It simply gives the wrong impression of what true believers are all about. I have no doubt there are those in my church who concern themselves more with the bells and whistles you refer to, but I assure you that is not the case with the majority of Christ believers at Crosspoint Church, nor are those concerns the ones Crosspoint church is committed to addressing. It really is about 'the walk', and I feel compelled to point this out to you.
I agree more than disagree with you on your views about some in every situation, But I will never agree that what you say is true about everyone in any situation where Christ believers are involved.
I believe that the message of Christ can get watered down, particularly by new churches in their efforts to attract new members, and that can be dangerous, particularly when distance begins to appear between their message and the Truth. But I also believe that if someone makes it to church who wouldn't otherwise make it because the message is one that makes them 'feel good', is entertaining, or even one that makes them feel safe, rather than one that that is more 'to the letter of the law' in nature, then praise God for that church...as long as the message is biblical. Why? Because that's what got me in the door. I became a believer, then I took it to another level. Had it not felt safe, had it not been entertaining, and had it not been non-threatening for me, in the beginning that is, I may not have come back. Heck, I actually went to church to meet chicks! Shows you where I was. But that seeker church is where I became a believer (and met my future wife, interestingly enough). As my faith grew, my needs grew, and eventually I moved on to a church that was less about the fun and feel good factors...and thankfully for other reasons than my initial one. But I'll always be grateful to that first seeker church that showed me that worship can be a fun, joyful thing, and that the love of Christ isn't reserved only for those who are taking life way too seriously.
It may be that when the message of Christ is taught in any arena, God sorts out what believer is having what needs met and when. If true, it may be that we, being mere mortals, don't need to be nearly as concerned with defending or rejecting the strategies of other churches as we think we should be. Through continuing prayer the leaders our church have felt led to take our church in directions that may have appeared to some as ill advised, irrational, or even flat out innappropriate. But it's not the standards of men that the leadership at Crosspoint is bound to adhere to. It's not even the standards of the congregation that the leaders at Crosspoint are bound to adhere to. The policies set forth at Crosspoint reflect a passion to adhear to God's will. Period. And that will continue...no matter what they say. ;>)
Thanks for letting me comment.
br
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