Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld

This is insightful work which makes the case for the domination of our country by marketing, making the consumer choice king. The author uses the three cultural areas of church, college and museum as examples.

Being very much close to the church, I can vouch for the pervasiveness of this unbiblical seige. Having a degree and experience in the advertising/marketing corporate world as well to a MDiv. degree and now pastor, I can attest to its dominance now in much of Christiany. It is unbiblical. The Bible does not expouse this effective way of moving products and services to consumers. Jesus was not a marketing man.

His application of this business philosophy has permeated so much of the rest of the USA culture, here documented in the college and museum world. These are outside of my areas of expertise, so will refrain any comment, other than to say that Twitchell's analysis and commentary is both creative, substantive and entertaining.

Truth is being replaced by image, and the media is the message! This is truly one to read and contemplate.

I first became aware of Jim Twitchell when I saw him speak at a conference in 2003. When he began his speech with a description of Florentine churches as one of the earliest examples of competitive branding, I was hooked, and have since read a number of his books. Branded Nation examines religion, academia, and art, and explains how these areas are just as permeated by the commercialism of our society as any other, despite the special status they've been accorded. His message resonated with me and served to explain changes I've seen in religion, education, and museums in my own lifetime. I would agree with another reviewer who mentioned that this title seems drag a bit in the museum section. Nonetheless, Twitchell's style is intellectually engaging, and takes the edge off what might be considered a cynical view.

I don't disagree with the central ideas of this book, and the writing was simple and easy to understand. I just felt it was stretched out waaaaaay too long - the last chapter on museums, especially, just dragged. It felt like I was reading a college textbook that just trudged on and on. That's not necessarily bad, but this is a book for the masses, not a marketing class, and I just felt like it could have been edited down a lot more and still not have left anything out.

In this lively book, James Twitchell helps illuminate some of the interesting consequences when non-profits -- embodied in this book as Megachurch, College Inc, and Museumworld -- borrow branding techniques to market themselves.

I found the introduction a little long and academic (e.g., he talks about how the romanticism of Wordsorth and Keats influences modern branding). But the book gets progressively better. In my opinion, his best chapter is on the college (appropriate, since the author is a professor at the University of Florida).

Here's an illuminating analogy from the chapter (which he cites from another source): "If Consumer Reports functioned like U.S. News [in ranking colleges], it would rank cars on the amount of steel and plastic used in their construction, the opinions of competing car dealers, the driving skills of customers, the percentage of managers and sales people with MBAs, and the sticker price on the vehicle (the higher, the better)."

This book is not a polemic: it isn't trying to convince you that churches, colleges and musuems _shouldn't_ market themselves. It's just trying to explain what happens when nonprofits _do_ market themselves. I'll never look at the college admissions process or a musuem gift shop the same way again.

The writing is lively, and the book has a few well-chosen images to underscore its points. Bottom line: it's well worth a read. It's one of those books which help you understand why things are the way they are -- e.g., why modern musuems have restaurants, why universities have development offices, and why parking is crucial to the growth of mega-churches.

Twitchell takes a very ironic look at the way churches, museums, and higher education have used branding to survive. It's ironic in that while the effects of this might seem undesirable or even embarrassing, we the public are merely getting what we ask for...we're just consumers. Then Twitchell explains why, in some cases, the effects of this branding are not undesirable after all.

The most insightful section of the book covers the branded-ness of higher education (appropriately so, since Twitchell is himself a professor). Twitchell describes American higher eduction choices as a barbell, with elite colleges such as Harvard on one end and "convenience" colleges (think Wal-Mart) on the other end, with the institutions in the middle feeling the real squeeze to differentiate themselves. Also included is an interesting look at the US News & World Report college list phenomenon as well as a look at why convenience colleges might not be as bad as you think. Twitchell even includes some practical insight on where college dollars might be best spent.

I found the megachurch section to be only so-so. Perhaps because I am very familiar with megachurches I found many of his points to be pretty boring. (Guess what - megachurches have modern sounding music!?) The section on Willow Creek finding its marketing niche (men) was interesting, however. If you are reading this book primarily to learn about megachurches I might recommend The Transformation of American Religion by Alan Wolfe instead. It is a bit more scientific and objective in its study.

Twtichell's writing style is a bit odd...not bad, but just a little different. At times he does ramble a bit but then suddenly includes a dense and insightful sentence. This style kept my interest but made the book a careful, not quick, read. Also important is the reader's willingness to buy into the definition of "brand" as STORY. This may be a mental jump for some.

In short, this is an enjoyable book. You won't look at college, church, or museums in the same way.