“Recognizability”
“A new command I give you: Love one another. As I have loved you, so you must love one another. By this all men will know that you are my disciples, if you love one another.” (John 13:34-35)
Stop and think for a moment and tell me what product or company you think of when you see the following: A set of golden arches. A little apple with a bite out of it. A swish on a tennis shoe. A mouse with big ears and a smiling face. A box of cereal with a tiger printed on the front. A walking peanut wearing a top hat and carrying a cane. A bald-headed guy with one earring wearing a white T-shirt. A picture of two fingers walking with a yellow background. Chances are you recognized each of these symbols without very much thought. But do you know why you recognized them? Because each of these companies have been very successful at promoting their particular brand. “Branding” is a marketing strategy by which companies give their products distinct identities. A brand is an image or symbol that represent a particular product or company. Advertisers have a goal in mind when considering branding. When you see a particular image, they want you to instantly associate it with their product or company. The more recognizable the symbol or image is to the consumer, the more likely the consumer will be to buy whatever it is they are selling. Advertisers know that brand “recognizability” (It actually is a real word by the way.) produces credibility, generates positive emotional response and normally results in user loyalty amongst consumers. So companies will often spend millions of dollars to establish just the right symbol or slogan. And then they will spend even more millions of dollars putting that symbol in front of you as often as they possibly can. They know that when you are ready to part with your hard earned dollars, you are far more likely to spend your money on a product that has high “recognizability.” So branding is a very important consideration when companies are planning their marketing strategy.
Have you ever though about what symbol or image might be used to picture a brand called “You?” What’s distinctive about you? What feelings do others have when they think about you? What do your appearance, attitudes, and activities communicate to others? What sets you apart and makes you different from the rest? When others think about you, what is the first gut-level reaction they have as they picture you in their mind?
Long before Apple, Nike or any ad agency came along, Jesus Christ understood the importance of “Recognizability.” He wanted all of his followers to conform to a certain “look” if you will. Now that’s not talking about dressing the same, having the same hairstyle or everyone conforming to the same set of cultural dynamics. It’s an extremely dysfunctional church that requires these kinds of things from the body of believers. Rather, it has to do with a fundamental basic identity of every person who claims the name of Christian. “Recognizability” of Christ followers has to do with “how we act” not “how we look.” What is the trademark of our faith? Jesus says in the verse above it is the way in which we love one another. By this all men will know that you are my disciples, if you love one another. Jesus is saying that the most important defining quality every Christian is required to possess is a love for one another.
Now note this: The kind of love that Jesus requires from us is very different than what one might normally experience in this world. Did you notice the first five words of the second sentence? “As I have loved you” That’s the standard we measure against. Our love for one another is placed against the backdrop of the Cross. It’s a love that is sacrificial. It’s a love that gives even when there is nothing that comes back in return. It’s a love that takes the initiative towards establishing reconciliation. It’s a love that is forgiving over and over again. It’s not natural – it’s supernatural. It’s not impossible, because it is commanded. It’s a kind of love that stands out when compared to the brand of love normally found in this world of ours. It is undoubtedly unique in the world, but it has always been the norm for the Church. It is never-ending, unconditional and may at times seem irrational. But it’s our only option if we claim the name of Jesus. It’s the only marketing plan Jesus even put into place. “Loving others the way Jesus has loved us” may at times seem like an impossibility, but the expansion of His kingdom hinges on our ability to love others in impossible situations.
When it is displayed over and over again in our lives it shows the world who Jesus actually is. Our basic identity – our recognizability – is wrapped up in our ability to love one another as Jesus has loved us. May God grant us the desire and capacity to fulfill His command.
Live the Victorious Life,
PT
Stop and think for a moment and tell me what product or company you think of when you see the following: A set of golden arches. A little apple with a bite out of it. A swish on a tennis shoe. A mouse with big ears and a smiling face. A box of cereal with a tiger printed on the front. A walking peanut wearing a top hat and carrying a cane. A bald-headed guy with one earring wearing a white T-shirt. A picture of two fingers walking with a yellow background. Chances are you recognized each of these symbols without very much thought. But do you know why you recognized them? Because each of these companies have been very successful at promoting their particular brand. “Branding” is a marketing strategy by which companies give their products distinct identities. A brand is an image or symbol that represent a particular product or company. Advertisers have a goal in mind when considering branding. When you see a particular image, they want you to instantly associate it with their product or company. The more recognizable the symbol or image is to the consumer, the more likely the consumer will be to buy whatever it is they are selling. Advertisers know that brand “recognizability” (It actually is a real word by the way.) produces credibility, generates positive emotional response and normally results in user loyalty amongst consumers. So companies will often spend millions of dollars to establish just the right symbol or slogan. And then they will spend even more millions of dollars putting that symbol in front of you as often as they possibly can. They know that when you are ready to part with your hard earned dollars, you are far more likely to spend your money on a product that has high “recognizability.” So branding is a very important consideration when companies are planning their marketing strategy.
Have you ever though about what symbol or image might be used to picture a brand called “You?” What’s distinctive about you? What feelings do others have when they think about you? What do your appearance, attitudes, and activities communicate to others? What sets you apart and makes you different from the rest? When others think about you, what is the first gut-level reaction they have as they picture you in their mind?
Long before Apple, Nike or any ad agency came along, Jesus Christ understood the importance of “Recognizability.” He wanted all of his followers to conform to a certain “look” if you will. Now that’s not talking about dressing the same, having the same hairstyle or everyone conforming to the same set of cultural dynamics. It’s an extremely dysfunctional church that requires these kinds of things from the body of believers. Rather, it has to do with a fundamental basic identity of every person who claims the name of Christian. “Recognizability” of Christ followers has to do with “how we act” not “how we look.” What is the trademark of our faith? Jesus says in the verse above it is the way in which we love one another. By this all men will know that you are my disciples, if you love one another. Jesus is saying that the most important defining quality every Christian is required to possess is a love for one another.
Now note this: The kind of love that Jesus requires from us is very different than what one might normally experience in this world. Did you notice the first five words of the second sentence? “As I have loved you” That’s the standard we measure against. Our love for one another is placed against the backdrop of the Cross. It’s a love that is sacrificial. It’s a love that gives even when there is nothing that comes back in return. It’s a love that takes the initiative towards establishing reconciliation. It’s a love that is forgiving over and over again. It’s not natural – it’s supernatural. It’s not impossible, because it is commanded. It’s a kind of love that stands out when compared to the brand of love normally found in this world of ours. It is undoubtedly unique in the world, but it has always been the norm for the Church. It is never-ending, unconditional and may at times seem irrational. But it’s our only option if we claim the name of Jesus. It’s the only marketing plan Jesus even put into place. “Loving others the way Jesus has loved us” may at times seem like an impossibility, but the expansion of His kingdom hinges on our ability to love others in impossible situations.
When it is displayed over and over again in our lives it shows the world who Jesus actually is. Our basic identity – our recognizability – is wrapped up in our ability to love one another as Jesus has loved us. May God grant us the desire and capacity to fulfill His command.
Live the Victorious Life,
PT
posted by Larry | 1:32 PM
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