emergingchurch.info > reflections > steve collins This is a really good article on branding and how it works and historically how the Church has handled it. Steve's analysis is succinct, informative and insightful. For example let me quote: "everything you do is now read as branding anyway, so if you don't take care it just looks like bad branding. which is what has happened to a lot of the church.". That's an important insight which coheres well with structuralist insights about sign systems and paradigmatic relationships ... okay so that's big words but the ponitn is precisely that once a system fo signs and meaning is in place, meaning accrues even to things that are 'outside' of the system by virtue of the system being used; the fact that something means 'xyz' implies something else means '~xyz' [~='not'], if you see what I mean.
Thanks to Jonny Baker for alerting us to this interview
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