Thanks to Steven Larson on our Covenant Ministerium Facebook group, I was able to locate this hilarious send-up of church leaders discussing a new name for their congregation. It’s only slightly more absurd than reality as the people of Jesus Christ today buy wholeheartedly into business notions of brand management and offer up a plethora of hip new church names. Gone are the days that gave us Fourth Presbyterian, Main St. Baptist and the like. Everyone is into branding and re-branding.
As I thought about what to preach from our Community Bible Experience reading of Acts this week, I came across that wonderful passage which describes the reception of the Gospel in Antioch and the great growth of the Christian community there, Acts 11:19-30. Verse 26 contains the intriguing information that, “it was in Antioch that the disciples were first called ‘Christians.'”
It’s very likely that this “brand” we “followers of Jesus”–as some of the more hip among us like to call us now–have worn for two millennia was at first a slightly derogative appellation offered by outsiders to the movement. Like other parties of the day, the little suffix “-ian” was affixed to a name to create a label for a movement. Supporters of Herod were “Herodians,” etc.
As I alluded to in the previous paragraph, some of us apparently feel the brand is by now worn out and alternatives like “Jesus follower” are to be put in its place. There’s nothing wrong with that, but it doesn’t seem like the term “Christian” is going to go away and its association with those who follow Jesus is going to be with us for good or ill in spite of all our re-branding efforts.
I’d prefer to look at this passage about what happened in Antioch, i.e., a great welcoming of diverse people, plus a missionary spirit, plus compassion for those in need, and think that if we as Christians were more often like they were there in Antioch when we were first branded that way, then the brand would recover some of its ancient power and significance.








