"Branding Faith" by Phil Cooke

I just finished reading Phil Cooke's book "Branding Faith" and it is filled with essential information for any Church, business, or non-profit that wants to understand and implement the power of branding.  Here are a few quotes from the book that stood out to me.

"... anyone who attempted to present the Christian message in a relevant way knew they had to recognize and understand the cultural framework of the time in order to be an effective communicator."

"For a visually oriented, media-savvy generation, it's about more than just the message; it's also about the medium.  And it's about the brand."

"Today it's about making a connection - the kind of connection that not only makes them want to hear what you have to say but also makes them respond."

"At its core, branding is simply the art of surrounding a product, organization or person with a powerful and compelling story."

"... a successful brand isn't what you say it os; it's what they say it is."

"The key is in understanding how the media works and using it with integrity and authenticity."

"God gave you unique DNA, so your job is to discover how your unique gifts and talents can differentiate  your ministry form everyone else's."

"The medium does indeed impact the message."

"... the power of design has influenced millions."

"... the three most dangerous areas of branding are (1) technology, (2) chasing relevance, and (3) a key conflict with the concept of marketing."

"Real branding is about creating and maintaining trust; and without delivery on that trust, the relationship is broken."

"Branding isn't an exact science.  It's organic, reflecting the changing culture, trends and ideas of each generation."

"Don't give your audience what you think they want.  Give them what they never dreamed possible."

If you are in the profession of design, communication, marketing, or media - you must have this book in your reference library.