Lordship Salvation’s SBC: Brand on the Run

By johninnc

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:

Southern Baptists’ Fragile Detente: The Fight Over Competing False Gospels, Calvinism and Lordship “Salvation”

Lordship Salvation: Southern Baptist Conventional Wisdom

Lordship Salvation: SBC Leadership Seeking Unity

Lordship Salvation’s J.D. Greear: The Situational Calvinist

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

9 responses to “Lordship Salvation’s SBC: Brand on the Run

  1. Keith, I agree that many of them misinterpret scripture due to their preexisting beliefs that aren’t found in scripture. Like you said, they are dangerous. As such, they should be exposed, marked and avoided.

  2. John, many who know every jot and tittle of scripture are spiritually blind because they interpret scripture through a legalistic lens. They are dangerous to unbelievers and to those believers who are not grounded in the faith because they really seem to know what they are talking about and their teachings appeal to the flesh, so they seem spiritual.

    “The lamp of the body is the eye. If therefore your eye is good, your whole body will be full of light. But if your eye is bad, your whole body will be full of darkness. If therefore the light that is in you is darkness, how great is that darkness!” (Matt. 6:22, 23)”

  3. Holly, it’s hard to say why people are so easily given to deception.

    A lot of the deceivers and the deceived seem to know every jot and tittle of scripture.

    Some people sadly mistake the contemporary Christian costume for the full armor of God.

  4. Johninnc, some of the ‘free grace’ movements have done the same. The church down the hill from me, a Bible church that came out of the original church I grew up in has split up. The senior pastor did the BLM talk from the pulpit and people needing to support them and repent from their sins etc.

    I’m not sure how these pastors can be this naive or undiscerning. Are they just not in the strong meat of His Word? Or is it that they don’t know Him? I don’t know, but I’m glad I didn’t go there.

  5. John Clendenon,

    The ESV has some leanings, most on the board of the translation were reformed/lordship and it is most often used by the Calvinist/lordship group of pastors, JMac, Piper, Mohler, J.I. Packer,

    It is endorsed by RC Sproul and Ligonier Ministries, Sinclair Ferguson, J. Ligon Duncan, III, Philip Graham Ryken, Michael Horton (Westminster), Mark Dever, John Piper, Francis Chan, Matt Chandler, Mohler, Chappell, Erwin Lutzer and more. The commentary in most of them is decidedly reformed.

    If you are KJV preferred based on which scripts, the ESV uses different ones. The ESV takes a lot the RSV, which was done by the National Council of Churches (ecumenical/apostate) and also embraced by the Catholic church.

  6. Holly, I suppose the SBCs “wet finger analysis” tells them the wind is blowing in the direction of “social justice” right now and they need to be in line with the broader world system if they want to maintain their economic and political influence.

  7. Great article John, it sure is apparent that if people feel the need to re-brand themselves, something might have been wrong the first time (as you noted) and likely going to be wrong the second.

    Consistency can only be found in abiding in Him and continuing in His Word. I suspect their concern is their pocketbook, as the book sales are likely ever present on their minds. And instead of recognizing organization of black lives matter, as the sinful, anti-God, anti-Christ group of leaders they are, they pander to them just like the politicians, athletes and celebrities (oh and the corporations who pay extortion money). These the Marxist trained and run founders practice necromancy and witchcraft, along with occult practices in pouring out libations and chanting the name of the dead. These same leaders encourage their followers to commit acts of violence and equip them to do it (teaching them how to assemble molotov cocktails, how to especially target white run businesses or white people in general, and tell them how to throw things to create destruction (frozen water bottles, bricks, stones, etc).

    How a ‘Christian’ organization can see this as something they should pander to is beyond me, but this is what’s happening in the ‘social justice’ circles and the Calvinists will find ground with others and be ecumenical in the process in order to further their own goals.

  8. John Clendenon, its always a challenge to ascribe motive to someone. But, irrespective of the motives of the translators, the ESV leans toward Calvinism/Lordship “salvation” in some of its passages and is popular with groups who do as well.

  9. John Clendenon

    Do you think the ESV translation is intentionally Lordship?

    (contact information removed by administrator)

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