1 of the books I'm reading

Branding faith is similar to Godin's All marketers are liars. Here's a good definition of branding: it's how we tell our story in a compelling way. The author, Phil Cooke says..."Throughout history, leaders and communicators have struggled against the various cultures in which they found themselves. In every case, anyone who attempted to present their message in a relevant way knew they had to recognize and understand the cultural framework of the time in order to be a more effective communicator." Veeeery true. We, as the church, have been waaaay past due to make the cultural connection with the society in which we live and we have created a subculture, of sorts, that is similar to the alternate 1985 in Back to the future 2-Ouch. Check out the book...it rocks!