Brands of Faith: Marketing Religion in a Commercial Age

Front Cover
Routledge, 2008 - Business & Economics - 241 pages
2 Reviews

In a society overrun by commercial clutter, religion has become yet another product sold in the consumer marketplace, and faiths of all kinds must compete with a myriad of more entertaining and more convenient leisure activities. Brands of Faithargues that in order to compete effectively faiths have had to become brands easily recognizable symbols and spokespeople with whom religious prospects can make immediate connections

Mara Einstein shows how religious branding has expanded over the past twenty years to create a blended world of commerce and faith where the sacred becomes secular and the secular sacred. In a series of fascinating case studies of faith brands, she explores the significance of branded church courses, such as Alpha and The Purpose Driven Life, mega-churches, and the popularity of the televangelist Joel Olsteen and television presenter Oprah Winfrey, as well as the rise of Kaballah. She asks what the consequences of this religious marketing will be, and outlines the possible results of religious commercialism good and bad. Repackaging religion updating music, creating teen-targeted bibles is justifiable and necessary. However, when the content becomes obscured, religion may lose its unique selling proposition the very ability to raise us above the market.

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Review: Brands of Faith: Marketing Religion in a Commercial Age

User Review  - Bill - Goodreads

Is there a relationship between Religion and Marketing? You betcha...and Mara Einstein totally gets it! Read full review

Review: Brands of Faith: Marketing Religion in a Commercial Age

User Review  - Mara - Goodreads

Ok, this one is mine, but it was just named an Outstanding Academic Text of 2008. It's written to be very accessible to the lay reader. Read full review

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About the author (2008)

Mara Einsteinis an Associate Professor of Media Studies at Queens College as well as a professor at the business school at New York University. Prior to teaching, she worked as a marketing executive at NBC and MTV Networks as well as at a number of major advertising agencies.

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