NEW YORK — Did leaders of the Southern Baptist Convention hurt their missionary cause by opting not to change the denomination's name to something a bit more, well, marketable?
Maybe, but as the advertising executives of Madison Avenue here could attest, as tempting as it is to try to solve a missionary slump with a marketing campaign, religious groups — like commercial businesses — should think twice before undergoing a brand overhaul.
After months of deliberations, an SBC task force on Feb. 20 recommended against trying to re-brand the denomination, an idea that has been bandied about for more than a century.
Proponents of a change made a good case: for a denomination that was born in 1845 out of a defense of slavery, the name has since saddled Southern Baptists with a problematic name and historical baggage.
Read the Full Article
