Church brands

This is an article about a Tennesee church that changed it's affiliation from Episcopal to Angilican. The article points out that this is a form of branding as if it's something new in the church business.

The only thing new about it is the use of the term branding is new. It's always been part of the whole thing. When I was a kid we were Lutherans. Not just Lutherans but Missouri Synod Lutherans. That was our brand. Like Coke has Pepsi we had other guys who were American Synod Lutherans. There may have been some deep theological differece between the two, but the only important difference was that were Missouri Synod and they weren't. Us good. Them bad.