By Bush Chaplain Noel Williams
A recent breakfast show interview highlighted the existence and influence of product branding particularly influential across the social media platforms.
The practice of branding by verbal and non-verbal means is not new to any of us.
I’m sure that we’ve all have been infected at some time or other by a catchy jingle or a funny meme that may influence our ‘purchasing’ power with respect to whatever product is being marketed.
Brand equity, is a virtual commodity measured in degrees of presence in the marketplace.
Higher brand equity means more product influence and (hopefully) more marketplace transactions in whatever ‘product’ is being solicited.
For example, the brand equity in a commonplace breakfast spread for toast and sandwiches identifies a dominant yellow colour, a catchy jingle and the visual memory associated with an early morning tasty treat.
The concept of brand equity has got me musing on its relevance to faith-based organisations and ministries in the name of spirituality.
It seems to me, that the further west we go from the New England highway in NSW, the social presence of faith-based organisations or ministries is miniscule or non-existent.
Brand equity in the delivery of spiritual and pastoral care to people in the bush is extremely low – not to mention the ‘in-person’ embodiment of spiritual and pastoral care to people in the bush!
A quick-fix solution that ebbs and flows like the Darling River in flood relies on television and social media influence to offer a virtual service without the appropriate care in-person.
My concern is that society can be lullaby-ed into blissful sleep thinking about brand equity without delivering human grace, peace and love to the isolated, dis-enfranchised and neglected people – west of the Great Divide.
‘WWJD’ was a popular church slogan a few years ago that prompts a question for us today: What Would Jesus Do?
For me, Jesus was a people-person! Just read any of the Gospels and see him caring for the social outcast in his encounter with the woman at the well; or the isolated, depressed, psychotic and demonised Gadarene man; or the traumatised woman in the deepest grief possible as her son is crucified!
As the Christian Church today is facing an unprecedented, existential crisis of ‘birthdays’, maybe brand equity can provide some support to faith-based strategic planners in mapping the way forward.
But I am sure of one thing, the outback deserves our in-person, practical, pastoral and spiritual care – we might even find Jesus wandering around our inland river systems, billabongs and Australian heartland.
Breaky food for thought?
Blessings to you and yours,
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