Many churches have sought to re-brand themselves by picking a new - TopicsExpress

Many churches have sought to re-brand themselves by picking a new name. Instead of “St. Swithens” or “St. Cuthbert’s” they become: “Crossroads Community” or “The Gathering” or “The Neighborhood”. A Baptist Church in Portland Oregon, once “Burlingame Baptist”, renamed itself after the city airport code, PDX Church. These new names are, apparently, supposed to attract non-Christians. Perhaps it works. Maybe the average unregenerate person walks by “the Gathering” at 10:30am on Sunday morning and thinks, this must be a club or a rave or something really cool. I do not have any major objections to re-branding in itself but given the New Testament letters to 1st century churches and the real state of the average church today if we were to exercise truth in advertizing our re-branded churches would not boast slick ubercontextualized names like “The Village”. No. Honesty would compel us to choose names like: “The Circus” or “The Assylum” or “The ICU”.

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