Religious Branding: From The Super Bowl to Mormonism

Religions and brands create myths for understanding the world. Products and faiths are both sources for identity creation. From the marketing side, there have come brand cults; now, religions are faith brands” (Einstein 92).

As Mara Einstein explains in her piece, “Branding Faith,” in the same way religions have offered myths to help followers understand their world, brands have done the same for consumers. Companies advertise by placing their products within a lifestyle or story, which connect with the viewer, associating the product with the viewers’ feelings of connection and familiarity.

This 2014 Budweiser ad which, aired during the Super Bowl, shows the myth of a connection between a dog, horse and owner that transcends time and space and compels animals to act in ways we objectively know would never happen. In just sixty seconds, this story tugs at the heartstrings of the viewers, takes them on a ride of emotions, and finishes with a happy. The advertisement leaves the viewer feeling warm hearted and often times, desiring Budweiser beer.

As Einstein suggests, religious faiths have become brands. The Mormon Church has taken out ads in the program for The Book of Mormon advertising their faith. In the process, an entire system of religious beliefs, practices, and rituals becomes a product to be advertised and branded. In this case, the Mormon Church must combat impressions that viewers of the show might have after watching a musical that highlights many of the outlandish parts of the religion.  Therefore, they fill the ads with very normal looking people, hoping to give Mormonism a very welcoming and appealing brand.

Religion and advertising often intersect in the realm of media and popular culture, borrowing from each other and practicing the art of branding.