Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld [Hardcover]

James B. Twitchell (Author)

Book Description

Publication Date: August 31, 2004

Branding, says James Twitchell, is nothing more than commercial storytelling; brands are the stories that are associated with products. (For example, the special taste of Evian, says Twitchell, is in the brand, not the water.) Branding has become so successful, so ubiquitous that even institutions that we thought were above branding, antithetical to branding, have succumbed. Such cultural institutions as religion, higher education, and the art world have learned to love Madison Avenue or lose market share. Of course, most ministers, university presidents, and museum directors will insist that branding has nothing to do with them, but as Twitchell brilliantly demonstrates in this witty, insightful examination of three of our most important cultural institutions, wherever supply exceeds demand branding follows.

The rise of the megachurch epitomizes branding in religion. From its inception the megachurch was designed not to compete with other churches but to bring in the "unchurched," especially men, worshippers who might otherwise be home watching television or strolling through the mall on a Sunday morning. The megachurches have been phenomenally popular, none more so than Willow Creek Community Church, just south of Chicago, one of the oldest megachurches, which Twitchell analyzes in Branded Nation.

Colleges and universities have embraced branding as they have grown more alike. Especially among the top schools in the country, the student bodies, the faculties, often even the campuses themselves are practically interchangeable. What distinguishes each school is the story it tells about itself. Now every institution of higher learning has its image organizers, its brand managers, usually in the admissions or development offices, whose job it is to make their institution seem different from all the rest.

Even museums, with their multimillion-dollar Monets, have seen the advantages of branding. The blockbuster exhibitions often put familiar paintings in a new context, that is, they provide a new narrative, branding the art. Museums keep expanding their stores, placing them not just near the entrance on the ground floor but throughout the museum, in the galleries themselves. Some museums, such as the Guggenheim, even franchise themselves, turning the institution itself into a brand.

In short, high culture is beginning to look more and more like the rest of our culture.

In perhaps his most subversive observation, Twitchell doesn't condemn the branding of cultural institutions. On the contrary, he believes that branding may be invigorating our high culture, bringing it to new audiences, making it a more integral part of our lives.

Not since Bobos in Paradise has there been such a trenchant, provocative analysis of our world.

Editorial Reviews

From Publishers Weekly

Twitchell (Lead Us into Temptation) has made a name for himself explaining how market forces of consumerism have shaped all of American culture, but here he focuses on three key locations: the church, the university and the museum. He begins by boiling down the mystique of brand identity to a sort of "commercialized gossip," a collection of stories that companies tell customers about their products in order to make them distinguishable from one another. Some brands do such a good job of holding our attention that they become cultural icons in their own right, so it should come as no surprise that our highest cultural institutions use the same techniques to assert themselves, especially when millions of dollars are at stake. Twitchell breezily guides readers through churches the size of community colleges and museums filled with Harley motorcycles and Armani wardrobes, showing how the gatekeepers are working the crowds like Barnum to draw in even greater audiences. Twitchell's prose never degenerates into mere crankiness, and he draws out even the most erudite points with casual ease and good humor. His own secure brand identity will ensure the support of regular readers, while his ease of entry can do much to increase his customer base.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Bookmarks Magazine

Twitchell’s basic premise—that organizations live and die based on brand recognition—isn’t new. In recent years, publishers have churned out dozens of marketing books trumpeting the importance of brand recognition. What sets Branded Nation apart is Twitchell’s richly detailed examination of how religious, educational, and cultural institutions are jumping on the branding bandwagon. Twitchell, a University of Florida professor and the author of previous books on advertising and culture, takes a couple of lumps from critics who found some parts of his newest work reductive or incomplete. But overall, Twitchell’s persuasive arguments and enviable story-telling ability make Branded Nation an enjoyable—and enlightening—read.

Copyright © 2004 Phillips & Nelson Media, Inc.

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Product Details

• Hardcover: 336 pages
• Publisher: Simon & Schuster (August 31, 2004)
• Language: English
• ISBN-10: 0743243463
• ISBN-13: 978-0743243469
• Product Dimensions: 9.5 x 6.3 x 1.1 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #873,314 in Books (See Top 100 in Books)

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15 of 15 people found the following review helpful:

5.0 out of 5 stars Marketing Where You Least Expected It, September 21, 2004

By 

R. Hardy "Rob Hardy" (Columbus, Mississippi USA) - See all my reviews
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This review is from: Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld (Hardcover)

James Twitchell has written extensively on advertising and consumerism, and knows that consumers are not logical. If we were, he says, we would know that we needed, say, a laundry detergent, and would research to see what detergent was best, perhaps checking to see what the boffins at _Consumer Reports_ might recommend. Then we would take the recommendation to the grocery store, where we would see a very restricted number of possible logical choices. It doesn't work that way for detergent, nor, these days, does it work that way for churches, museums, or universities. In _Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld_ (Simon & Schuster) Twitchell has written a funny and scary evaluation of the pervasiveness of marketing in American life beyond the grocery shelves.

The problem with laundry detergents is that there are plenty of them, offered by many suppliers, and most of them are interchangeable. There is very little difference between them, so it is necessary for the manufacturers to create a story about the brand, how it is "clothesline-fresh", perhaps, or how the power-granules go to work on stains. Twitchell's thesis is that schools, museums, and churches are all supplying pretty much the same thing, and to up their market share, they are telling stories about themselves (branding) and as good consumers, we are going along with them. We think that museums have a higher calling than competing for a market share, that they don't really pay attention to the turnstiles, and that they are "... only the custodians of, shhh, please be quiet, don't touch, the deep truth." However true this may have been in the past, it is no longer. There has been a huge growth in the numbers of museums, the theme of a surplus of goods, though we don't usually view museums that way. The "modern, formal, self-conscious museum" is not what people go to as much as they go to theme exhibits, like "Jacqueline Kennedy: The White House Years" at the Metropolitan Museum of Art; the theme is the brand and holds the emotion. For decades there have been more college students than seats in the classroom, so the marketing had to begin. Harvard wouldn't admit as much, but it has a great brand. Twitchell (who is a professor of English at the University of Florida, an institution that does not avoid some withering remarks here) sniffs at the Harvard record, which he says lacks real substance. What's good about Harvard is not what comes out, but what goes in: "the best students, the most money, and the deepest faith in the brand." In churches, the product, epiphany or salvation, is undifferentiated, producing cut-throat competition for the stable forty percent of people who go to church regularly; this number does not go up, so churches are taking customers (sometimes known as parishioners) from one another. Twitchell examines the brand shifts in Protestantism that are the same as when Sam's Club comes to town: warehouse churches, of no particular denomination, on the outside of town with huge parking lots.

It is disconcerting and amusing to hear of these important spheres of life described in marketing terms, but Twitchell knows the lingo. All of them, for instance, are LBEs, or Location Based Entertainments. While his evaluations may be controversial, this is no polemic; Twitchell does not find branding bad; other marketing systems are simply antiquated. Brands have become motivators, "the basis not just of interactions but of interior actions." He thinks that identification with brands may be the way we will continue to spread common knowledge and beliefs, and that it thus may be the foundation of community. States are practicing branding (for instance, in advertising as vacation destinations), and countries are, too. Twitchell quotes a CEO who is looking at the big picture: "What makes us good at selling soap can help us sell America." Perhaps so, but even Twitchell speculates that the story of America, which could be best summarized as "complexity" may at this time be overwhelmed by the perceived story of "an arrogant rogue."

10 of 10 people found the following review helpful:

4.0 out of 5 stars A "why do the way things work the way they do?" book, June 29, 2005

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Frank Chen (Bay Area, CA USA) - See all my reviews
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This review is from: Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld (Hardcover)

In this lively book, James Twitchell helps illuminate some of the interesting consequences when non-profits -- embodied in this book as Megachurch, College Inc, and Museumworld -- borrow branding techniques to market themselves.

I found the introduction a little long and academic (e.g., he talks about how the romanticism of Wordsorth and Keats influences modern branding). But the book gets progressively better. In my opinion, his best chapter is on the college (appropriate, since the author is a professor at the University of Florida).

Here's an illuminating analogy from the chapter (which he cites from another source): "If Consumer Reports functioned like U.S. News [in ranking colleges], it would rank cars on the amount of steel and plastic used in their construction, the opinions of competing car dealers, the driving skills of customers, the percentage of managers and sales people with MBAs, and the sticker price on the vehicle (the higher, the better)."

This book is not a polemic: it isn't trying to convince you that churches, colleges and musuems _shouldn't_ market themselves. It's just trying to explain what happens when nonprofits _do_ market themselves. I'll never look at the college admissions process or a musuem gift shop the same way again.

The writing is lively, and the book has a few well-chosen images to underscore its points. Bottom line: it's well worth a read. It's one of those books which help you understand why things are the way they are -- e.g., why modern musuems have restaurants, why universities have development offices, and why parking is crucial to the growth of mega-churches.

6 of 7 people found the following review helpful:

4.0 out of 5 stars Ironic, but not pessimistic, April 21, 2005

By 

ra2sky "ra2sky" (the left coast) - See all my reviews

This review is from: Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld (Hardcover)

Twitchell takes a very ironic look at the way churches, museums, and higher education have used branding to survive. It's ironic in that while the effects of this might seem undesirable or even embarrassing, we the public are merely getting what we ask for...we're just consumers. Then Twitchell explains why, in some cases, the effects of this branding are not undesirable after all.

The most insightful section of the book covers the branded-ness of higher education (appropriately so, since Twitchell is himself a professor). Twitchell describes American higher eduction choices as a barbell, with elite colleges such as Harvard on one end and "convenience" colleges (think Wal-Mart) on the other end, with the institutions in the middle feeling the real squeeze to differentiate themselves. Also included is an interesting look at the US News & World Report college list phenomenon as well as a look at why convenience colleges might not be as bad as you think. Twitchell even includes some practical insight on where college dollars might be best spent.

I found the megachurch section to be only so-so. Perhaps because I am very familiar with megachurches I found many of his points to be pretty boring. (Guess what - megachurches have modern sounding music!?) The section on Willow Creek finding its marketing niche (men) was interesting, however. If you are reading this book primarily to learn about megachurches I might recommend The Transformation of American Religion by Alan Wolfe instead. It is a bit more scientific and objective in its study.

Twtichell's writing style is a bit odd...not bad, but just a little different. At times he does ramble a bit but then suddenly includes a dense and insightful sentence. This style kept my interest but made the book a careful, not quick, read. Also important is the reader's willingness to buy into the definition of "brand" as STORY. This may be a mental jump for some.

In short, this is an enjoyable book. You won't look at college, church, or museums in the same way.