2 Corinthians 4:3-4: But if our gospel be hid, it is hid to them that are lost: In whom the god of this world hath blinded the minds of them which believe not, lest the light of the glorious gospel of Christ, who is the image of God, should shine unto them.
We have featured a number of articles over the years that document the ways in which the Southern Baptist Convention (SBC) undermines the gospel, and how their current leader does not appear to even be consistently anchored to anything at all. See select articles linked below:
In discussing some of this with my son, who was an advertising major in college, he made a very insightful comment: “The SBC is a brand.”
I decided to do a little research on what constitutes a brand, and I happened onto an article entitled “Defining What a Brand is: Why is it So Hard?” (from Emotive Brand).
The article gave some various definitions of brand, including:
David Ogilvy, the “Father of Advertising,” defined brand as “the intangible sum of a product’s attributes.
The Dictionary of Brand defines brand as “a person’s perception of a product, service, experience, or organization.”
Marty Neumeier, author and speaker on all things brand, defines brand by first laying out what a brand is not: “A brand is not a logo. A brand is not an identity. A brand is not a product.” Neumeier goes on to say that “a brand is a person’s gut feeling about a product, service, or organization.”
Perhaps, then, this last definition best fits the brand refinement currently going on within the SBC.
Following are excerpts from an article from The Washington Post entitled “Prominent Southern Baptists are dropping ‘Southern’ name amid racial unrest”:
The 50,000 Baptist churches in the convention are autonomous and can still choose to refer to themselves as “Southern Baptist” or “SBC.” But in his first interview on the topic, convention president J.D. Greear said momentum has been building to adopt the name “Great Commission Baptists,” both because of the racial reckoning underway in the United States and because many have long seen the “Southern Baptist” name as too regional for a global group of believers.
My comment: The SBC developed its name for political reasons and it will change its name for political reasons. The only thing consistent, throughout its history, is its embrace of the false gospel of Lordship “salvation” (LS) and its intent to be economically and politically relevant. The Great Commission refers to preaching the gospel around the world, not the false gospel Calvinist/LS substitute promulgated by the SBC.
“Our Lord Jesus was not a White Southerner but a brown-skinned Middle Eastern refugee,” said Greear, who this summer used the phrase “Black lives matter” in a presidential address and announced that he would retire a historic gavel named for an enslaver. “Every week we gather to worship a savior who died for the whole world, not one part of it. What we call ourselves should make that clear.”
My comment: Greer says that Jesus died for the whole world, but he will not take a stance against Calvinism within the SBC. One of Calvinism’s false tenets is that Christ died only for people whom God predestined to come to faith in Christ (limited atonement). Further, the SBCs false gospel of works is not compatible with the Great Commission, even nominally.
While theology hasn’t changed, he said, what does need to change is the culture of the convention: “We as Baptists want to be defined by 2025, not by 1845.”
My comment: The SBC’s theology was wrong then and it is wrong now. They are simply attempting to whitewash their brand to make their gospel more palatable to the present culture.
So, back to the definition of brand: a person’s gut feeling about a product, service, or organization: No matter how the SBC, including the new and improved SBC makes you feel, their brand has nothing to do with the Great Commission or Christianity.
Romans 1:16: For I am not ashamed of the gospel of Christ: for it is the power of God unto salvation to every one that believeth; to the Jew first, and also to the Greek.
Unlike the SBC, the gospel of Jesus Christ is not a brand to be repackaged to keep up with public sentiment. It is the good news of God’s plan of salvation for a fallen world.
If you would like to how to have eternal life, click here: THE GOSPEL