Authors are encouraged to “brand” themselves so that readers identify their name with a type of story. James Patterson, well-known for his fast-pace thrillers, says “A brand is just a connection between something and a lot of people who use or try that product.”
Some writers go so far as to develop taglines to identify their writing. One memorable tagline is Brandilyn Collins’s “Don’t forget to breathe” Seatbelt Suspense.
Then there are quotable lines such as the one above or like this one:
Christianity isn’t about being good enough; it’s about being forgiven completely.
I don’t know about other writers, but I think having quotable lines, especially in fiction, would be fantastic—something like C. S. Lewis’s Aslan-isn’t-tame-but-he’s-good line. It cements a truth in our minds but also makes a story memorable.
All this seems to fit our contemporary culture. As far back as the nineteenth century, political campaigns used slogans. “Tippecanoe and Tyler Too,” for example, was the much repeated slogan in the 1840 Presidential election that helped bring the Whig Party to the presidency for the first time. With the coming of radio, then TV, and now the Internet and Twitter, we have become a society formed by sound bites.
TV commercials have raised sloganeering to a fine art! “It’s the real thing,” “Just do it,” “You’re in good hands with Allstate,” “Melts in your mouth, not in your hands,” “Finger lickin’ good” evoke a product name in the minds of many long after the commercials have ceased to air.
Which, of course, is the point. We want people to remember. But here’s the question. Should thoughts about God be reduced to sound bites and slogans?
They are memorable, and people are apt to quote them. If they contain truth, then that seems like a good thing. Off the top of my head, I can think of two related to Christmas: Jesus is the reason for the season and Wisemen still seek Him (I even used the latter for a title of one of my Christmas bulletin boards when I was teaching).
But here’s the trap with sound bites in declaring something about God—inevitably they say far less than what is true, but people latch onto them as if the nugget said it all.
For example, Jesus is the Answer is another one of these Christian slogans. Well, yes, Jesus is the answer. But does that mean people shouldn’t work to discover how He is the answer to their particular question? Hardly, but some folks seem to think no other questions are necessary since we have the Answer.
I think the slogan might actually rob us of discovering more about Jesus—His character and plan and work that make Him the answer for me as much as for a first century Jew, an eighteenth century English slave trader, a twentieth century Auca Indian or middle-aged Dutch watchmaker.
In short, it seems to me God is too big for sound bites and slogans. Perhaps rather than campaigning for Christ, or advertising Him as if He’s a buy-now option that we’re selling, we should look into Scripture to discover deeper, more meaningful truths. We won’t come up with catchy slogans like, “It’s a God thing,” that people will repeat, but when we mediate on His word day and night, our relationship with God will grow. That’s far better than a drive-by slogan.
This article, minus some minor changes and additions, first appeared here in December 2009.