From A Branding Point Of View, “Christian” Is Kinda Spent; Followers Of Jesus Need A New Name

I’ll own it — a born atheist has no business telling Christians anything about their brand. Except, Christianity — being a sales-based religion (“Hey, have ya heard the ‘good news’ style proselytizing started with Paul, the actual inventor of Christianity) — relies almost entirely on how it’s perceived by others. After all, isn’t the point of me hearing “the good news” the hope that I’ll come to my senses and convert?

Christians are preaching to a shrinking choir. Have they ever stopped to ask themselves why? No, they haven’t — because self-analysis isn’t part of the brand. Confession is. So’s an intense focus on rules & regs at the diminishing expense of any sort of spirituality. Christianity’s problem isn’t branding. Christianity’s problem is its brand.

I’ve blogged on many occasions with receipts (so I won’t do it here) about the Christian Church’s origins. It’s entirely Paul’s invention. Entirely. Jesus’ simple (Jewish) message — Do Unto Others — got subsumed into and under the mythology that Paul created and spread to the brand new churches forming across the Roman world. Paul never met Jesus. Never heard Jesus preach or teach. He failed trying to sell his version of Jesus to the Jews (with its wild, magic-heavy “proofs” that Jesus was the messiah) and, so, turned to the Gentiles.

The Gentiles, having no knowledge of (or concern for) Jewish mythology, accepted Paul’s version — because why wouldn’t they? Paul had created something genius — a way to conquer death. Accept Jesus as your lord and savior and you can live forever.

That has nothing to do with “Doing Unto Others”. And the church Paul created was big on forcing non-Christians to accept Jesus. Ironically, those Christians were going to “Do Unto Others” on pain of death.

The Catholic Church, once it acquired political power, never let that power go. Whatever spirituality there was in the institution died. More irony — Jesus preached against having churches because churches, he said, were corrupt. What could be more corrupt than the Catholic Church? Almost from the day it hung out its shingle, the Catholic Church has concerned itself with rules & regs, getting money into its coffers, and increasing its “membership”.

There is no way to count the number of humans who have died because of religion. Christianity — with its crusades and its inquisitions and its own internecine wars — has put its stamp on a veritable shit ton of them. And all to sell a product that its own supposed creator would never ever EVER recognize.

The Christian Church and Jesus aren’t just estranged, they’re strangers. That disconnect is what’s killing the church (whether Catholic or Protestant). I have a dear friend — a Presbyterian minister — whose job is trying to keep Presbyterian congregations alive.

The proud conservative Christians running the Republican Party — bowing in total obeisance to the evangelicals — have also helped destroy any notion that such a thing as “Christian mercy” exists outside of a sanctimonious Sunday sermon. Brown Children in cages was not what Jesus had children suffering unto in his mind.

If I’m a brand that needs new followers to stay alive — that needs brand loyalty from current followers — that has to compete with a thousand more ideas than it ever had to before — I’m afraid (if I’m Christianity). I wouldn’t be however, if I were Jesus.

Is there a more potent antidote the vile, self-serving piggery of Trumpism than “Do Unto Others”? Republicanism — same question. Christianity — you, too.

Jesus and Christianity have nothing to do with each other. Followers of Jesus — even now — are loathe to associate themselves with evangelicals or the rapey Catholic Church or any of the rules & regs heavy institutions their parents forced on them when they were kids.

I would say Followers Of Jesus need a new Paul — to create a new institution that gets the mythology right. But, right off the bat, that would violate one of Jesus’ core tenants — the need for a church.

Maybe a better way to go would be to actually follow Jesus. If you want to follow him theistically — go directly to god. Skip the institution. If you just want to Do Unto Others? Well, who’s stopping you? All you have to do is “Do”.

Maybe the best new brand for Followers Of Jesus is to call themselves DUO’s. They Do Unto Others. That’s all you need to know about them (so long as their actions match their words). I’d say they don’t even need that.

But what do I know? I’m just a dumb atheist.

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