BARQ & A

Posted By: PPO

BARQ:

My Presbyterian church has been around for 50 years with a bi-monthly newsletter entitled “The Vision”. This names stems from a Bible quote in Proverbs, “Where there is no vision, the people will perish,” which was most often written within the newsletter’s masthead.

The pastors are thinking of changing it, and here is why:

Two smaller Presbyterian congregations have divested themselves of costly buildings and combined with ours at our facility, which is in the middle of a capital campaign for expansion. For now, the pastors have all become co-pastors under one roof, and their separate congregations will continue to maintain their own committees, deacons, bank accounts, membership, etc. Meanwhile, all pastors have been promoting cross-participation at various events.

The two newcomer congregations are rolling their own newsletter contents into “The Vision.” The pastors have blithely been discussing a name change for it, perhaps, “The New Vision.” Mind you, it’s even been suggested that my church change its own name to reflect this new chapter in shared history. It seems the pastors are leery of acknowledging that the biggest church could be the primary/surviving entity; perhaps newcomers don’t want to feel they’ve been absorbed. But RE: newsletter name change: Seems to me that one of these congregations needs to maintain its history and culture AND BRAND IDENTITY. And, metaphorically speaking, the church’s vision (intrinsically linked to its newsletter title via Proverbs) really isn’t “new” merely because of a sudden influx of participants.

So, I’m thinking a name change is the wrong thing to do here. I welcome your thoughts or suggestions regarding any aspect of this scenario–maybe some recommendations for how the church “should” be going about considering such far-reaching changes.

BARQ’s response:

From my perspective — having been involved in church ministries (and politics) at my present parish and diocese for over 25 years — the vision is really the key. What needs to be emphasized here is the TRUE vision of your church. I would assume that your congregation’s ultimate vision or purpose is to love, serve and follow Jesus Christ.

Jesus is the master brand; Presbyterianism is the sub-brand. If you are competing against other Presbyterian congregations for membership, then further differentiation is warranted. If not, whatever actions are taken must first align with the master and sub brand “guides” — starting with the Bible.

“Now I beseech you, brethren, mark them which cause divisions and offences contrary to the doctrine which ye have learned; and avoid them. For they that are such serve not our Lord Jesus Christ, but their own belly; and by good words and fair speeches deceive the hearts of the simple.” Rom. 16:17-18 — King James Version

Or, since the Presbyterian sect leans more than many others toward state politics, a quote from Lincoln might help bring clarity: “A house divided against itself cannot stand.”

I believe as long as three church congregations are acting independently in the same “house” there will be conflict, and as such will tend to divert attention from “The Vision.” This can be especially damaging during a capital campaign!

As for the newsletter, I would advocate a totally new nameplate, derived by a consensus of those responsible for publishing it. A bi-monthly paper is not the brand. This naming issue will probably be the least of the churches worries. It is likely only the tip of the iceberg. How it is handled may be a foreshadowing of other things to come as they grow together — or apart.

BARQ
SELMARQ Brands’ Best Friend

Posted By: BNY

Does anyone use subliminal marketing tactics any more? I understand political advertising campaigns do - one case was the opposition to Arnold Schwarzenegger. Also, using music in retail environment to enhance buying mood.

BARQ’s response:

BNY,

The famous examples of Coke and popcorn photos being flashed imperceptibly on movie screens to cause viewers to buy more concessions were never proven to be effective, because they could not be replicated.

In the broader sense of subliminal advertising, most good advertising has a subliminal element to it, because it is designed to appeal to an emotion — the baby in the Michelin tire (protect your family), glamorous dates in a Lexus (pride, status), and Viagra’s famous “quarterback” throwing a football through a tire swing… you don’t have to be Fellini to get that one.

The spoken or written word is the conscious message — the setting, timing, colors, music, etc. are designed for subconscious, or subliminal effect.

When an advertiser says “limited quantity” it doesn’t just mean “hurry, there are only 5 to sell,” they’re appealing to the potential buyer’s emotional desire to obtain something that is rare and exclusive.

When the Moonies gave you a flower at the airport, they were not just offering a gift and asking for a donation, They knew that subliminally, most cultures feel obligated to reciprocate, and this influences your actions by handing them cash with which you would not otherwise part. Same thing with the charities that send you free greeting cards in the mail.

When a charity calls you and asks “how are you?” they don’t particularly care, but they do want you to say “good” or “fine” so that when they hit you up for a donation, your subliminal desire to be consistent causes you to demonstrate how good your feel by making that donation.

These subliminal methods have been used for decades, and have been documented to work consistently and effectively.

BARQ
SELMARQ Brands’ Best Friend