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

By: James B. Twitchell

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Let's venture into the universe of "Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld" by James B. Twitchell, a captivating exploration of the interplay between identity, faith, education, and art within the context of modern-day marketing. As we flip through the pages, we'll encounter a realm where marketing principles morph and coalesce with the very fabric of our society. We'll traverse the labyrinth of megachurches, universities, and museums, which, as Twitchell unveils, are as much brands as Nike or Apple.

Have you ever considered how the sensation of walking into a megachurch compares to entering a flagship retail store? Both induce a sense of awe, a certain je ne sais quoi that Twitchell eloquently identifies as the power of branding. He probes further, using the lens of a seasoned marketer to analyze how these institutions utilize branding strategies not just to survive, but to thrive in an increasingly competitive landscape.

Twitchell’s discerning eye doesn't stop at megachurches, however. He proceeds to dissect "College Inc.," illuminating how educational institutions have adopted brand-building techniques once confined to consumer products. And then, like an art curator crafting a narrative for a new exhibition, he delves into "Museumworld," exploring the interplay of branding in cultural institutions.

Finally, we're guided through a synthesis of these explorations, as Twitchell posits that these institutions are not just adopting corporate strategies, but actively shaping and being shaped by the larger marketing ecosystem. He invites us to question whether this trend is a defiling of sacred spaces, or simply an inevitable evolution in our commercial society.

Understanding the Concept of Branding


In the opening chapters, Twitchell introduces us to the concept of branding, pulling back the curtain on a marketing principle that has permeated every corner of society...

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