A Brand of Difference

How much is a brand to be trusted?” A ‘brand’ is what a company uses to identify itself by. Think ‘Nike’ or ‘Apple’ or ‘Mercedes’. There are particular assumptions associated with a brand and corporations spend big money associating its brand with values that will endear itself to consumers (that’s you and me!) to buy its product.

Here is a simple exercise-What comes immediately to your mind when you see the ‘Nike’ or ‘Apple’ or ‘Mercedes” name. Maybe you associate certain values such as ‘reliable’ ‘cool’, ‘luxury’, ‘comfort’ and so on to each of them. You trust these brands to deliver what you value.

Your brand is important. Early last week, the Big Australian, otherwise known as ‘BHP Billiton’ was in the media spotlight. It wasn’t for anything negative. Although, there are some people who would tend to think otherwise. Over the years, BHP has ‘shot itself in the foot’ having cultivated negative perceptions, in the eyes of many, as a result of questionable business practices and thereby damaging its brand. After spending millions of dollars sixteen years ago to rebrand itself by adding ‘Billiton’ to its name, again, it spent big to realise it needed to drop ‘Billiton’ and go back to just ‘BHP”- as it was originally known by. In other words, BHP is going back to its roots.

Why the rebrand, I hear you ask? Well, to cut a long story short, BHP rebranded itself in order to counter a trust deficit in its brand. In other words, its brand was no longer trusted or reliable and as a result, has impacted on its bottom line i.e. its profits! Well, this is not so much about BHP, but it provides a good segue to talk about ‘us.’ The very first words in today’s gospel from John 14 verse 15 are the words of Jesus to his disciples: “If you love me, you will keep my commandments’. Jesus summed them up into two commandments: First, love God with all of your heart, soul, mind and strength and second, to love your neighbour as yourselves. For followers of Jesus, love is the bottom line that motivates all that we do. Not fortune, nor fame, nor honour nor reputation. ‘L-O-V-E, LOVE’ – So sang the Rockmelons of 1980’s fame!

So, friends, I conclude with several questions for you to consider:

  1. Is the brand of Christianity Jesus espoused genuine and alive in you?
  2. Does it make a difference in your life?
  3. Does it make a difference in the lives of other people?
  4. Does it make a difference to God?
  5. What are your thoughts?

Postscript: By the way, in researching for this piece I discovered BHP stands for ‘The Broken Hill Proprietary Company’-How good is that!


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