Branded

By resisting a brand, churches brand themselves. Here is an example from the belief statement on the website of Jacob's Well Church in Kansas City:

"The Apostles' Creed gives a summary of the doctrinal commitments of this community. However, we do not think the best way to know what we believe is to read it off a page. We believe the best way to determine what someone, or some group of people, believe is to watch them -- or better yet, join them and discover it from the inside. When we are handed a sheet of paper or click on a link with a list of statements, we believe that something vital is short-circuited. More than that, we become a brand: "Oh, you're 'that' kind of Christian/church." We are a brand culture. We don't want to be a brand church. We are a community of people seeking to follow Jesus in faith and freedom."

It doesn't take much of an imagination to figure out how this church--despite their objections to being branded--is branded.