Brand Autopsy highlighted two passages from Douglas Rushkoff’s book Get Back in the Box. Consider the following thoughts:

The only lasting way to raise the value of a product as social currency is to raise the value of the product itself. While creative marketing is always a plus, it is no substitute for creative development.

This is the principle of marketability that we discussed in Church Relevance’s February 06 newsletter, Marketability First. Enhancing your ministry is better than enhancing your marketing communications.

A company’s real relationship with a customer is not communicated through the marketing, however compelling it may be. It is communicated through the cup holders in the doors, the easy-to-read LED display in the cell phone cover, the user-friendly menu on the digital video recorder, or the leak-proof absorbency of the baby diaper.

Your church’s relationship with your guests is determined by how well you understand their needs and how effectively you can meet those needs.