So: who gets to call themselves “Christian?”

            There were no brand consultants offering their counsel to the early generations of the Jews who had become part of the belief movement that had been dubbed The Way: “Saul was still breathing out murderous threats against the Lord’s disciples. He went to the high priest and asked him for letters to the synagogues in Damascus, so that if he found any there who belonged to the Way, whether men or women, he might take them as prisoners to Jerusalem” (Acts 9:1-2).

Soon, there was diaspora among the followers of Jesus driven by persecution and politics; the faith landed and grew roots in Antioch, Syria: “The disciples were called Christians first at Antioch” (Acts 11:26). Now, there was a brand under whose banner these people who claimed Jesus as the awaited Messiah could find identity and fellowship.

Soon, there was a need for what we call today: “Brand Protection,” which requires proactive strategies and actions taken to safeguard their brand’s identity, intellectual property, and reputation from threats like counterfeiting, trademark infringement, and fraud across physical and digital channels. Without brand protection, how can you know that you’re dealing with the real deal, and not a knock-off?

Scott Adams was an American public figure. Born in New York, raised and educated in the Northeast, his degree was in economics. His first job after college took him to California, where he later obtained an MBA at UC Berkeley.

He created pressure relief from his career life by sketching comics, heralding from a childhood affection for the world of Peanuts, as imagined by Charles Schulz. Within a decade, Adams’ comic character had developed a persona, and Dilbert became a daily feature in 800 newspapers. He was now a legit cartoonist and author… and, agnostic.

In his own reflection, he said that his lifelong skepticism of Christianity was a byproduct of his commitment to rationalism, empiricism, and a refusal to accept certainty in the absence of evidence. He openly dismissed Christianity and framed faith as irrational or outdated, positioning himself as a cultural commentator who believed intellect had replaced belief.

In May last year, Adams disclosed his diagnosis of aggressive prostate cancer, saying that his chances of recovery were “essentially zero.” That brutal news brought him to reconsider spirituality. Two weeks ago, he died.

In the days before his death, he said: “I accept Jesus Christ as my Lord and Savior, and I look forward to spending an eternity with Him. The part about me not being a believer should be quickly resolved if I wake up in heaven.” He said he still had a problem with belief.

The Apostle Paul codified Jesus’ term sheet for the salvation covenant: “If you declare with your mouth, ‘Jesus is Lord,’ and believe in your heart that God raised him from the dead, you will be saved.  For it is with your heart that you believe and are justified, and it is with your mouth that you profess your faith and are saved.” (Romans 10:9-10)

The Christian press has been posting opinions from a variety of legitimate ministry leaders trying to ascertain the location of Adams’ GPS pin the day after he died. Was he in Heaven? Did he sign the “accept” clause but failed to initial the “belief” paragraph in the contract?

The truth is: the Lord Jesus Christ saved a thief on the next cross; He also convinced a Roman Centurion of His status as the Son of God. Adams may be in Paradise today, sketching cartoon depictions of the Apostle Paul and the rest of the biblical heavyweights. God only knows…

The real question is before you and me: have we declared His profound identity as “Lord?” And, do we believe in our hearts that God raised him from the dead? If we’re two-for-two, we can claim the brand with integrity: Christian!

— Bob Shank