The church is not immune to the changes in culture and communication methods. People today are more concerned about can this church meet my and my family’s needs. In fact, Earl Creps says (as cited in Rapport, Winter 2005) says that one-in-six people will change religious/church affiliations this year. People are no longer choosing a church just because that is they way they were raised or of denominational loyalty. It takes something deeper, more meaningful.
This is evident as well in a recent trend of churches moving away from traditional, denominational names. In 1995 64% of the top 100 fastest growing Assembly of God churches used the words Assembly of God in their name. In 2004 that number dropped by 38% and a little more than one-fourth (26%) of the top 100 fastest growing churches are using Assemblies of God in their church brand. These churches have not changed their core beliefs or their values, just they way they communicate to their local communities.
Strong churches must do more than have a great service on Sunday to set itself apart in today’s world. It must create a deep connection that is developed over time between the attendee and the church (brand) community. It should evoke feelings of loyalty and passion to from its community. It should give the attendee a since of belonging to a bigger part of the whole while at the same time feeling he/she is a significant part of the church. It should create brand evangelists that actively recruit others to join this community of believers. Times are always changing. As they do it is imperative that brands (churches) continue to evolve with them.
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