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Branding Faith: Why Some Churches and Nonprofits Impact Culture and Others Don't [Hardcover]

By Phil Cooke (Author)
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Item description for Branding Faith: Why Some Churches and Nonprofits Impact Culture and Others Don't by Phil Cooke...

Identifying what makes a Christian organization different from other clamoring for attention can get ones message heard.

Publishers Description
Have you hit a wall with your church, ministry or non-profit organization? In spite of a genuine calling, an exceptional team and solid investment in the vision, have you noticed that the spark never catches fire? Media and marketing expert Phil Cooke wants every ministry to ask, Who are we? By identifying what makes your organization different from the thousands clamoring for attention, you can get your message heard. Cooke has consulted with many of the most recognized churches and non-profits in the world, and in" Branding Faith: Why Some Ministries Impact Culture and Others Don't," he shares his road-tested strategies for using media and marketing to make your mark on people's minds and hearts. Whatever the size of your organization, his helpful hints and insider know-how will give you the tools to set your ministry's strategies ablaze.

Citations And Professional Reviews
Branding Faith: Why Some Churches and Nonprofits Impact Culture and Others Don't by Phil Cooke has been reviewed by professional book reviewers and journalists at the following establishments -
  • Christian Retailing - 03/10/2008 page 17

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Item Specifications...

Studio: Regal
Pages   236
Est. Packaging Dimensions:   Length: 8.6" Width: 5.7" Height: 0.9"
Weight:   0.85 lbs.
Binding  Hardcover
Release Date   Mar 3, 2008
Age  12-10
ISBN  0830745637  
ISBN13  9780830745630  

Availability  0 units.

More About Phil Cooke

Register your artisan biography and upload your photo! An internationally known filmmaker, media producer, and speaker, Phil Cooke has also written Jolt!: Get the Jump on a World That s Constantly Changing and Branding Faith: Why Some Churches and Nonprofits Impact Culture and Others Don t, which forever changed the way nonprofit and religious organizations use the media to tell their story. Through his media production and branding company (Cooke Pictures in Burbank, California), he s helped some of the largest nonprofit organizations and leaders in the world engage and influence today s distracted and disrupted culture. Cooke has lectured at many universities, including Yale, University of California at Berkeley, and UCLA, and blogs for the Huffington Post. At his own blog at, he writes daily about the intersection of media, faith, and culture. Cooke lives in Burbank, California, with his wife, Kathleen."

Phil Cooke was born in 1954 and has an academic affiliation as follows - Cardiff University, UK.

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Product Categories

1Books > Subjects > Religion & Spirituality > Christianity > Christian Living > General
3Books > Subjects > Religion & Spirituality

Christian Product Categories
Books > Church & Ministry > Pastoral Help > Leadership
Books > Church & Ministry > Pastoral Help > General

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Reviews - What do customers think about Branding Faith?

Branding Faith by Phil Cooke  Feb 27, 2010
I don't have to tell you that we live in a heavily media-driven culture. The very fact that I'm posting a review about this book on the internet is proof of that. With that we have access to so much information, so many images, so many logos, that many can get lost in the masses. In Phil Cooke's book Branding Faith he really shares his expertise as a media consultant and the experience he's had working with churches and non-profits. Towards the end of the book, he says this and I think it sums it up perfectly:

"Branding isn't just a matter of brochures and website designs. It's the story of your organization expressed through customer service, building design, uniforms, procedures and policies, employee training, and much more."

My original thought when I started going through this book is that well, it's designed for media pastors and anyone dealing with coming up new brands, but as I continued in the book, there is so much more information that is great for anyone that is connected with a brand in any way. Especially when it comes to a ministry it's so important to not only know the brand and being able to recognize it, but to be able to share what it stands for. The brand communicates everything about the ministry or company and what they stand for. It's so much more than an image, but as Phil says, it's a story. But for those that are involved in the process of coming up with the brand, there are things to look for and ways to cut through the clutter of all the brands and images that are out there. It's a very practical book filled with lots of great information.
New ways of telling your story  Dec 9, 2009
"Reaching the next generation isn't about political power; it's about branding power. It's not about what we're against; it's about what we're for. It's not about changing the culture from the outside; it's about changing the culture from the inside." That's what Phil Cooke says in this book, in my opinion perhaps the most important Christian book to have been published in 2008.

Phil Cooke is a filmmaker and media consultant, with a PhD in theology. His book is the most compelling answer that I have read so far to the question, "How can churches most effectively communicate with outsiders within today's cultural context?" The book, whilst acknowledging the dark side of branding and the negative perceptions associated with marketing, demonstrates how telling your story is an exercise in branding. A branding exercise involves asking the questions: Why are you doing this? Who are you? What are your gifts and talents? What makes you different? The answers to these questions provide the key to creating your unique voice.

Branding, according to the author, is about creating and maintaining trust. It is not about attempting to run a church like a business; businesses exist to make money whereas churches exist to communicate the Good News. However, every communication that a church makes, whether through printed materials, verbal interactions or building design, contributes positively or negatively to the church's brand. Branding is vital, because the effectiveness of a church's communications depend not on the content itself but on the hearer's perception of what is being communicated.
Great Quality  Mar 19, 2009
This is wonderful and helpful book esp. for those of us who work for non-profit organizations.
I'm on a Brighter Walk because of Branding Faith!  Mar 9, 2009
This book has been so helpful to me, I've already read it twice. I can't speak for those who are super-marketers, only as one getting started in ministry. For me, this has been a God-send. I've heard Phil speak, too, and he is equally compelling in person. I highly recommend this book for anyone looking to understand the importance and how-to's of marketing Christian organizations in our unChristian culture.
A must-read for anyone who works for a church or non-profit  Jul 14, 2008
Marketing and branding all too often are looked down upon --- especially when it comes to issues of faith. In BRANDING FAITH, Phil Cooke explores the dos and don'ts of communicating your message in the modern age. As a television producer and media consultant, he has worked with a long list of clients and has been given a front row ticket to what connects with this generation and what does not.

Cooke recognizes that we're living in a media-driven culture. The ways that people get their information and evaluate it has changed dramatically in the last 20 years. Unfortunately, the church and many non-profits have failed to keep up with the rapidly changing landscape of communication and ideas. The result is that many great causes are not only losing their voice, they're getting lost in the shuffle.

Cooke writes, "The key to effective branding is that a successful brand isn't what you say it is; it's what they say it is. For instance, it doesn't matter if the local food bank is the best in the nation if word leaks out that it's giving away tainted produce. It wouldn't matter if you're a brilliant pastor if your congregation thinks you're a hack. And it certainly won't matter that a humanitarian organization is global if nobody's ever heard of it."

These kinds of challenging ideas penetrate the book, causing readers to reflect not only on the organization they want to promote but also the very words, design and ideas used to promote it. One of the best chapters, "Telling Your Story," looks at the taglines of individual advertising campaigns and the importance of understanding who you are so that you can effectively tell your story. Cooke is quick to remind readers that visibility is just as important as ability. After all, if no one knows you exist, it doesn't matter how excellent you are. The beauty of the chapter is that Cooke encourages you to find your "honest voice in the middle of the media madness." He wants you to discover you're real you and make that the basis of your branding and marketing.

Despite all of its strengths, the book does have a few weaknesses. Cooke has a tendency to repeat his information multiple times. At some points, the manuscript feels like it's drawn straight from one of his presentations and didn't make the full translation from spoken word to written word. While some of the conclusions drawn from his anecdotal evidence seem like a stretch, the vast majority offer colorful illustrations that display the issue well. A slight annoyance is that Cooke is all too quick to remind you that he is a speaker and a consultant, and that he has a busy schedule. But maybe that's the nature of marketing, and if so, it's well-displayed.

BRANDING FAITH is a must-read for anyone who works for a church or non-profit; there is much to be gained, discussed and thought about. The truth is that far too many books of this nature are available for non-profit and faith-based agencies. As a result, this title is a much-needed resource and I'm glad Phil Cooke tackled the subject.

--- Reviewed by Margaret Oines


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