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While January's cover story on marketing Jesus ["Jesus Is Not a Brand"] conveys admirable passion, its negative critique of felt-needs evangelism could use some balance. I agree; felt-needs appeals can become misguided. I once appeared on a talk show with a "Christian stripper." In her nightclub act, she stripped, then preached. Clever marketing; inappropriate evangelistic method. But Jesus appealed to felt needs, such as in his encounter with the Samaritan woman (John 4). His "product," living water, gained her attention and piqued her curiosity. Soon she and many others believed. Appropriately tapped felt needs — for personal peace, hope, forgiveness, and so on—can become legitimate entry points and conversation starters to help introduce nonbelievers to Christ.

Rusty Wright
Mount Hermon, California

I couldn't agree more with Tyler Wigg-Stevenson that our methods of communicating the gospel should fit the gospel. But there may be deeper connections than we'd like to admit between loyalty to a brand and to Jesus. Recent cognitive-science research indicates that the loyalty people feel to iPhones lights up the same part of the brain that devotion to Jesus does. That doesn't falsify our devotion to Jesus. It does suggest we might be a little too attached to our iPhones.

What if we accepted the validity of the brand metaphor? Jesus has a name, which gains a reputation by way of things we do in his name. He set it up that way, after all. This is what a brand is — the reputation of an entity in the public sphere. But he owns the brand, not us. We've allowed Jesus' name to be associated with things other than Jesus. Most recently, we pastors have allowed political operatives to guide how we exercise our civic duty. When we don't help people discern the difference, we are complicit in the trademark infringement. By accepting the brand metaphor, we might respect Jesus' rights to enforce the trademark on his brand when it's been hijacked by anyone — including us.

Ken Wilson
Pastor, Vineyard Church of Ann Arbor
Ann Arbor, Michigan

Wigg-Stevenson writes, "the Four Spiritual Laws — a modern classic in evangelistic methods — says nothing about becoming a member of Christ's body when we 'accept Jesus Christ as Lord and Savior' " (page 22). That is simply not true. In a section boldly labeled "Fellowship in a Good Church," the booklet emphatically says, "God's Word instructs us not to forsake 'the assembling of ourselves together' (Hebrews 10:25). Several logs burn brightly together; but put one aside on the cold hearth and the fire goes out. So it is with your relationship with other Christians.

If you do not belong to a church, do not wait to be invited. Take the initiative; call the pastor of a nearby church where Christ is honored and His Word is preached. Start this week, and make plans to attend regularly."

Randy Newman
Annandale, Virginia

Due to an editing error, the article failed to clarify that it is the Four Laws themselves that do not mention the church. We apologize.
—The Editors

As a veteran of the hospice-care movement, I was so pleased to see the editorial "Don't Let Them Die Alone" [January]. I have witnessed the growing need for spiritual care in hospice. But the view that Christian service belongs primarily to chaplains must be expanded. Certified hospice agencies rely not only on professionals but also on volunteers, who provide visits with isolated or lonely patients, much-needed respite for tired caretakers, and administrative support. They serve as part of a team that includes nurses, social workers, and chaplains. Hospice volunteering is open to anyone willing to walk with the dying and their families on what is an intensely spiritual journey.

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March 2009, Vol. 53, No. 3