My pastor, Sam Chacko, was preaching this weekend, and he delivered a marketing gem that would elicit a confession from most brands.

Since we ‘church’ both – remotely, as well as in-person (with restricted capacity) during this pandemic season, the point he shared was incredibly relevant. 

Regardless of the pandemic, he explained how Christians were never supposed to attend church by thinking of the church only as a building or a meeting point. 

Rather, he clarified how we were always supposed to gather as the ‘church’ by thinking of the church as ourselves, who could be the salt and light to the world around us.

Most brands too, fall into a similar marketing trap because they are confused about who they are, and what they offer. 

This mix-up happens because of a lack of clarity about why they exist. 

Rolex is a seller of status, who lets you afford it with just one watch.

Netflix is a deliverer of decompression, who takes your mind off the world with movies and shows.

Harley Davidson is a lifestyle leader, who lets you live and lead life on the road with their motorcycles.