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Rajkumar Dixit

Christianity may be the greatest story ever told, but in Western culture it is losing ground against the powerful forces of secularization. In examining the root causes of this cultural shift, does the church have anything to learn from secular society and the business sector? For decades the church has resisted the idea of using business methodologies in the religious sphere. Yet a closer look reveals that most church hierarchies have borrowed much of their organizational structure from the business sector. But the church is not alone in its borrowing. Today the lines between the church and the business sector are blurred, as both entities influence each other interchangeably.

In Branded Faith, Rajkumar Dixit enters an engaging and intellectually stimulating analysis of what the church can learn from the business practices of marketing, branding, and contextualization. Using examples drawn from widely recognized companies such as Nike, Starbucks, Coca-Cola, and Subway, Dixit systematically builds a case for the power of a story, and emphasizes the importance of seeking culturally relevant ways to spread it. 

Those who care deeply about sharing Christianity powerfully and effectively will find in Branded Faith a thoughtful presentation of ideas on how to maintain the integrity of the gospel, while exploring fresh methods of communicating the good news to a postmodern society.

Wipf and Stock

20100607

Branded Faith: Contextualizing the Gospel in a Post-Christian Era

Tim Cooper

At each turn in life we are bombarded with the idea of normal. Normal finds a job he hates so it can pay for things he doesn't need while he wishes he was doing something else. Normal believes that creativity, imagination, innovation, and dreaming should cease after the fifth grade. Normal goes to church for an hour on Sundays but doesn't get carried away or allow her faith to truly intersect her life any other time of the week.

Each day of normal becomes a tedious, hard-pill to swallow. But each day of normal also swells our thirst for something more. Have you ever wondered if there was something beyond normal? Have you ever craved adventure? What about purpose? Wished for meaning? Longed to know that what you do really matters? Maybe you've just longed to know that you matter.

What if you could unlock the secrets to an abnormal life just like those men and women in Hebrews 11? What if God's design for your life is so much more than the trappings of this world? What if there is a life up ahead that could be meaningful, adventurous, and most of all, matter for eternity? What if God is not done altering the course of history? This is your invitation to travel miles past normal.

Resource Publications

Miles Past Normal: Principles for the Journey