A couple of years ago, a Chicago-based corporate-identity consultant named Chris Herron gave himself the ultimate challenge: rebrand hell. It was half gag, half self-promotion, but Herron took the project seriously, considering what it would take in the travel market for a place like hell to become a premier destination. … The joke was posted as a “case study” on Herron’s personal website and quickly went viral in the marketing blogosphere—a testament to the power of effective branding.~~ Complete essay available online at The Point
I’ll admit it: I was initially disappointed the entire piece wasn’t about Herron’s prank. At first it seemed to me like a cute, barely relevant anecdote a public speaker might use to introduce a talk, something to get the audience on his side before stating her case. About two-thirds of the way through the essay, however, it becomes evident that the anecdote is not trivial, nor is it irrelevant; in fact, it’s pretty much the point.
O’Gieblyn takes us on a personal tour of hell as she understood it during different phases of her life, from age 5 to college. Many of her recollections of childhood were familiar to me. I spent fewer years in fundamentalism, but we went through much the same childhood processes of uncertainty and fear, unanswered questions we end up feeling ashamed for asking.
We follow her to a strict Bible college, and this would probably be a routine religious biography except for a visit to a megachurch which brings Herron’s advertising plan for hell back into focus.
Hybels keeps a poster in his office that reads: “What is our business? Who is our customer? What does the customer consider value?” Rick Warren’s Saddleback motto is “Let the target audience determine the approach.”
Late last year, I had quite a reaction (the online equivalent of a hissy fit) when Coursera started referring to its courses as “products” and making changes aimed at “increasing revenue.” That’s nothing compared to my visceral reaction to reading O’Gieblyn’s description of churches using words like “business”, “customer”, and “value”. Add that to images like the Catholic Church protecting pedophiles, the Westboro Baptist Church preaching their message of hate, and it seems to me that church has become the problem. It’s no wonder I felt accused when a bag lady at the bus stop noticed my long blue skirt (my version of jeans, so much more comfortable at my age and size) and asked if I were “one of those Christians”
Like so many formerly oppositional institutions, the church is now becoming a symptom of the culture rather than an antidote to it, giving us one less place to turn for a sober counter-narrative to the simplistic story of moral progress that stretches from Silicon Valley to Madison Avenue. Hell may be an elastic concept, as varied as the thousands of malevolencies it has described throughout history, but it remains our most resilient metaphor for the evil both around and within us. determine the approach.”
O’Gieblyn drifted away from fundamentalist religion, but still feels a kind of nostalgia for old-style hell and wonders if we need more discussion of the nature of evil in our lives right now. I’m not sure about that approach, either. First, I don’t see a need to equate hell, or the devil, with evil. People can get themselves mighty twisted without any supernatural intervention.
But even granted the need for a Lucifer to explain how evil came into the world: Most Christian religion holds that God created Adam and Eve with free will, and put the forbidden fruit in the Garden, so they would choose to obey him, rather than obey because there was no option to disobey. Doesn’t selling salvation by fear mean people are running away from something? Some of the most appealing people I know are religious, but I didn’t know that for quite some time. They aren’t running around screaming, “I’m a Christian so I … [don’t drink, vote pro-life, tithe, whatever]”. They simply lead lives that have at their core a generosity, a gentle solidity, that’s irresistible. Isn’t it more in line with the original Plan if the church creates something people run towards?