I think we may have a branding problem.

Christ. Christmas. Christian. Lots of significant concepts and constructs springing from one person’s identity. When Jesus of Nazareth was still operating in his humanity, his nametags were mundane: Jesus son of Joseph or Jesus the Nazarene were his recurring monikers. When his identity was exposed to his followers, they began to put two-and-two together, and outed him:

“You are the Christ, the Son of God” (Martha, in John 11:27)

Since the Resurrection, his title: The Lord Jesus Christ. 

Christ is an official title, not a handed-down family heirloom. “Anointed or chosen one;” what the Jews with their Hebrew Scriptures would have known as Messiah. No one – before him, or since him – has jockeyed for that designation. He’s the one-of-a-kind that only the Son of God could embody.

Follow the progression from the ascension, and connections – implied or embodied – have emerged. Without the aid of a marketing team or branding consultant, the followers of Jesus were tagged with a label that stuck:

“When the church at Jerusalem heard what had happened, they sent Barnabas to Antioch. When he arrived and saw this evidence of God’s blessing, he was filled with joy, and he encouraged the believers to stay true to the Lord. Barnabas was a good man, full of the Holy Spirit and strong in faith. And many people were brought to the Lord. Then Barnabas went on to Tarsus to look for Saul. When he found him, he brought him back to Antioch. Both of them stayed there with the church for a full year, teaching large crowds of people. It was at Antioch that the believers were first called Christians” (Acts 11:22-26)

Christians! For about 2000 years, “accepting Jesus as your personal Savior” was assumed to be an onramp into an exclusive club, with a legitimate retitling that was in order. Jesus added “Christ” as an earned title in his identity; those who embraced the Gospel added “Christian” to theirs. What’s changed?

Yet another qualifier has been tacked-on. “Cultural Christian” is now a thing. Don’t check your concordance for any New Testament validation; it’s a contemporary construct that has an expanding membership, but on their own terms. As one frontline reporter sizes it up:

“While not all cultural Christians identify as evangelical, they embrace a secular vision of Christian values – tradition, conventional families, and small government – all without the spiritual commitment or conviction.”

Hear that again: “all without the spiritual commitment or conviction.” Recently, in an interview with Canadian social influencer Jordan Peterson, Elon Musk explained his emergent respect for the historic Jesus, saying that “I do believe that the teachings of Jesus are good and wise.” Today, he’s a “big believer in the principles of Christianity” and “a cultural Christian” (his quoted comments).

Jeff Bezos – number two on the Forbes list of the loaded – will see Amazon transact close to $180 billion in revenue through the 2024 Christmas season, while having no opinion on-record regarding the One whose birthday sparks the consumer buying frenzy. Where would Christmas shopping be, without Christians? Where would Christians be, without Christ? 

Now hear this: there is no category of identity – not in this life, not in the next – for what is now known as a “cultural Christian.” There is no favor from God offered to those who choose to value the teachings of Jesus without falling under the pronouncement of Jesus, to Nicodemus:

“Very truly I tell you, no one can see the kingdom of God unless they are born again” (John 3:3)

No exceptions for famous American rich guys, or 1^st Century Pharisees. Appreciating him will never deliver the benefit that accepting him – on his terms – promises: forgiveness and life everlasting.

We have a branding problem: what does it mean to be a “Christian?” Society has confused perspectives; it’s an opportunity for us – especially during the Christmas season – to clear that up!

Bob Shank

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