Some of the strongest brands today include Coca-Cola, Nike, and Apple. Here’s our question for you:
Who is most likely to be passionate about a brand (or show brand reliance): a highly religious person or one who is not religious?
According to a FastCompany article this week, the non-religious person shows much more brand reliance. The article discusses research from Duke about the disconnection between brand importance and religiosity.
Turns out, “they found a negative relationship between brand reliance and religiosity”.
For the record, we’re not all that fond of the term religious in that true Christianity is about a relationship more than the rituals that are typically associated with the term religion.
That said, why is it that a true follower of Christ likely has a less reliance on brands to express their self-worth? It’s not because the Bible discourages owning an iPhone.
Rather, it’s that the Bible tells us that we are loved by the Creator. What an outrageous proposition! The One who created this entire universe, is all-knowing and eternal, loves us as individuals. Moreover, He loves us enough to provide a way to have all our shortcomings and rebellion–our sins–forgiven.
“Brands are a signal of self-worth”, according to the article, quoting Duke professor Gavan Fitzsimmons. “We’re signaling to others that we care about ourselves and that we feel good about ourselves and that we matter in this world. It’s more than ‘I’m hip or cool’…I’m a worthwhile person, and I matter, and you should respect me and think I’m a good person, because I’ve got the D&G on my glasses.”
Do I need a logo on my shirt to feel special? Not when I’m a child of the king!
This is not a call against brands or well designed clothes or quality cars. Maybe guys shouldn’t wear skinny jeans, but that’s a separate issue. 
Our bottom-line: we were designed to worship our Creator. If you choose not to, you’ll find something else to worship. I admire Steve Jobs, but quite frankly, I’ll bet my eternity on Jesus.
