Interesting article on an interesting book:

Perhaps most helpful is Twitchell’s explanation of the economic concepts of branding. He writes, “While thinking about believers as customers seems almost too vulgar, thinking about consumers as believers is precisely what modern marketing is all about.” Purchases determine identity. Church leaders can’t afford to ignore the effects of living in a consumer culture. Today, the way people choose a church is almost the same as how they shop for groceries.