There are some who see Jesus Christ as a brand – just like Kraft, Adidas, Coke, Sony, and Harley Davidson.
These modern-day brand names carry connotations about the quality of the product or service. Brand names also carry connotations about the culture of consumers loyal to those brands. Brand names are protected by various national and multinational trademark laws. Those laws serve to protect the integrity of the brand, to the extent those laws have effective jurisdiction. Those laws make sure that the brand name isn’t being applied to some good or service that doesn’t have the brand owner’s approval and isn’t representative of the quality of the good or service by which the brand owner wants to be known. The laws help protect the brand from mislabels and counterfeits.
Bringing this back to Jesus. The name of Jesus has been used for off-brand purposes since the days of the New Testament (Acts 19). The name of Jesus was used to justify horrible acts throughout history. The name of Jesus was used to inspire compassion on the vulnerable and marginalized. The name of Jesus continues to be used for off-brand purposes. The name of Jesus continues to be used for on-brand purposes. What defense against mislabels and counterfeits exists for our benefit when it comes to the name of Jesus? Is there no brand name trademark protection for Jesus?
It seems there is none.
The best tool at our disposal is careful consideration of Jesus Christ through the lenses of the earliest records, both Old Testament and New Testament sources of the character of Christ (i.e. Messiah) as demonstrated through His actions and personality.
If something or someone stands apart from the documented character of Jesus, then it or they should be viewed with skepticism and doubt.
If someone is touting a Jesus whose character and actions don’t align with the Jesus seen through those earliest of records, that person is purveying an off-brand Jesus.
If someone is merely promoting the name of Jesus, without demonstrating quality substance to back it up, that person may be trying to cash-in for either currency, power, or both. (Matthew 23:27) To use the name of the Lord in vain, is sin. (Exodus 20:7; Isaiah 45:18-23; Philippians 2:1-11)
“A new commandment I give to you, that you love one another: just as I have loved you, you also are to love one another. By this all people will know that you are my disciples, if you have love for one another.” (John 13:34-35 ESV)
We have been given a decision matrix, a litmus test, whereby anyone can tell if someone is following Jesus and His teaching. Is someone lacking compassion? Off-brand. Is someone not reaching the lost, vulnerable, and marginalized? Off-brand. Is someone not encouraging those around them? Off-Brand. Is someone acting with compassion and love? On-brand.
Look for substance behind the brand. Beware of imitations (Matthew 25:31-46). Embrace the True Vine (John 15). Follow the real Jesus Christ.
David A. Larson 