Our God Is an Awesome Brand: How Evangelicals Built America's Most Powerful Religious Movement

Evangelicalism built more than just churches--it built a brand. And in the process, it became one of the most powerful religious movements in American history.

In Our God Is an Awesome Brand, Joseph T. Cochran argues that evangelicalism grew into a brand ecosystem shaped by identity formation, audience segmentation, and the production of religious goods and experiences. From churches and conferences to publishing and music, this became not only a theological tradition but also a curated way of life.

Drawing on his background in history, ministry, and marketing, Cochran illuminates

- ways consumer culture helped form evangelical identity,
- how institutions adapted their messaging to reach target audiences, and
- why the movement grew so quickly--and why it now feels fractured.

This book offers readers who are inside, outside, or on the edges of evangelicalism a compelling look at the rise of this movement--and where it's headed next.Read less