Lesson 4: Create a New Category
"The New Covenant"
In the early days of the Catholic Church, there was disagreement about whether Christianity would be an off-shoot of Judiasm, or if it would be something completely different. The Apostles were split on this point, and some preached only to Jews, while others preached to Gentiles (I will drop in more detail soon). After some time, it became clear that the Catholic Church was completely different from the traditional Jewish faith. By breaking away from Judiasm, the Catholic Church established a new brand category and was able to grow beyond its roots.
In their book, The Origin of Brands, Al and Laura Ries discuss the phenomenon of Brand Divergence, in which new, often stronger brands emerge from existing brands. In developing a branding strategy for your company or organization, it is important not to think about the current market but the potential future market to be served.
posted by M. Scott Laemmle @ 3:25 PM
3 comments
3 Comments:
One other thought related to this is point is: Differentiate. At the time of Jesus, there were other miracle workers, others proclaming a messianic message, and others preaching a coming apocalypse. However according to the Bible, Jesus was resurrected. This provided enough differentiation of other competing religion of the time to set Christianity apart.
Are you implying that God plotted the resurrection of Christ merely as a side show trick to prove the authenticity of the Messiah?
I do not consider myself worthy to try to interpret the motives of God. What I hope to convey is that if you are working on developing the value of your brand, you should differentiate. One of the reasons that Christianity took off was because the message(and the messenger) was different enough from other competing faiths.
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