What is the most valuable brand? Interbrand keeps track of the most valuable brands in the world. Click here for the top 100 brands of 2011. In the business world branding is very important - it is the way the world perceives a business.
Churches have gotten into branding. Many churches are dropping their denominational names such as "Lutheran" or "Baptist," etc. Why? It has to do with branding. In most cases those churches think the denominational label detracts from their perception by the world. The denominational label may be old fashioned or may carry some negative baggage.
However, as I look at the list of the top 100 brands for 2011, I don't think there is a single company on that list that has recently changed their name. Does changing your name really make a difference? I think people figure that out fast. On the other hand, I see the companies with the top 100 brands constantly trying to improve their products and services.
This is really what the church should be doing. One of my prayers for Good Shepherd Lutheran Church is that we would be the church that God wants us to be. That means being faithful to God's word in what we teach and practice - faithful in God's truth and in God's love.
As the Apostle Paul says: "Strive to excel in building up the church" (1 Corinthians 14.12 NKJ).