Morning Devotional
March 15, 2003
Product Branding
by Don Emmitte

Continue to love each other with true Christian love. Don't forget to show hospitality to strangers, for some who have done this have entertained angels without realizing it! Don't forget about those in prison. Suffer with them as though you were there yourself. Share the sorrow of those being mistreated, as though you feel their pain in your own bodies. Give honor to marriage, and remain faithful to one another in marriage. God will surely judge people who are immoral and those who commit adultery. Stay away from the love of money; be satisfied with what you have. For God has said, "I will never fail you. I will never forsake you." That is why we can say with confidence, "The Lord is my helper, so I will not be afraid. What can mere mortals do to me?" (Hebrews 13:1-6 NLV).  

As a part of my position I am a part of an advertising group.  It is called a “Local Marketing Group.”  It is composed of the Dealers and/or General Managers of most of the Chevrolet dealerships in the DFW market area.  One of the topics we discuss is product branding. That is the process of advertising that makes the product so recognizable that when a consumer sees an image they automatically think of a specific product.  One of the best examples is the “Golden Arches.” Just about everyone who sees that symbol knows that they represent McDonalds. That’s branding.

In our most recent meeting we heard from an author named Faith Popcorn. Faith Popcorn is well known to people in marketing. In fact, Fortune Magazine called her "the Nostradamas of marketing." She has a phenomenal track record for predicting the future trends that are going to effect our lives. In her new book, she lists several trends. One that is very intriguing she calls anchoring. She describes the search for something we can count on to anchor our lives in an increasingly uncertain and unpredictable world. She says, "There is a new trend about the inner spirit called anchoring. The search for life's anchor is a must for filling the void that so many are feeling. We're looking for ourselves, our lost souls. A relationship with the divine, may be the ultimate expression of anchoring."

Does that sound like anything that's going on inside of you recently? I think we know that the anchor is going to be a person, an anchor relationship that we know will be permanent. Often the word "anchor" wouldn't describe our relationships for the most part. Many relationships today would better be described as superficial, disappointing. The result is a deepening loneliness.
 
The writer of our reading today states the “branding” strategy of Christianity.  We ought to be known as people who love one another.  If ever there was a need for us to support and encourage one another; it is this day in which we live. What is your relationship to others? How does your church practice “anchoring”?  It really is not just an advertising ploy. It is the heart of the Gospel.  We should be known as a people of love!