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November 02, 2012

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Tim

I like their theory - “Brands and religiosity may serve as substitutes for one another because both allow individuals to express their feelings of self-worth.”

I'll click around more but would love to read more if they have any findings of when the brand identity and when buying habits of the "religious minded" imitate each other. So in theory, what would it say if there was an indication that similar percentages of agnostics, those nominal and the "religious-minded" preferred Apple products?

Anyway, interesting stuff that we talk about in theory, great to see this type of research, appreciate the recommendation and yours and Andy's words are always helpful.

Ray

I've no solid evidence to back the following presumption but certain products which tend to deliver above and beyond their competitors (at least in the mind of that individual consumer) will garner somewhat equal "slices" of the proverbial diverse-demographic pie.

In other words, while a brand name carrying a highly perceived status might attract the non-religious, it's the performance and efficient productivity of that particular brand which draws thinking people of all stripes.

Tim

I'm with you Ray.

Mike

Thanks for weighing in Tim and Ray. Obviously, all thoughtful intelligent people, regardless of their religious beliefs, love Apple products. Faith focused people just love them in a more healthy way than non-religious people, right? ;-)

Erik Leafblad

An interesting question to pursue is this: is the way they frame religion still consumerist, so that it is understood as simply a more powerful brand for the devoted? In other words, is religion winning the market-battle for the religious?

Mike

Erik, you did it again, you always take the conversation and thinking to the next level. I think you raise a very important question.

john berard

great post mike and the comments are sharp. erik has nailed the question. in our work for our book 'consuming youth' (ys/zondervan) we were struck by mara einsteins work in 'brands of faith' (routledge). some of her thoughts still rumble about like the idea that the quest for increased audience has changed religious 'content' and even practice. this happens in subtle (and sometimes in not-so-subtle) ways as religion strives to win the "market-battle" for the religious and non-religious alike. really interesting stuff indeed ...

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