Republican Jesus

When I was in the 8th and 9th grade, I was at a Christian School and we had Bible study 2 times a day. I read a lot of Bible in the 8th and 9th grades… and while I was at university, I received a minor in Philosophy and Religion… I read a lot about the Christian religion and had knowledgeable instructors teaching me about the Bible and Christianity.

My conclusion about Republican Jesus is Republican Jesus is NOT Biblical Jesus…

Christianity’s recently launched He Gets US campaign—millions of people got a dose during the Superbowl—tells us two things: 1. Conservative Evangelical Christians care about their brand problem. 2. Some major Christian donors have decided, to the tune of $100 million apparently, to go with the greenwashing strategy rather than substantive change. And that combination provides a possible avenue for fighting back against some of the ugly objectives and tactics of the Religious Right.


$100 million Jesus ads point to exploitable weakness in the religious right

Republicans are facing a branding crisis

Branding is a function of our deep unconscious, of systems rooted in 3 million-year-old DNA that allowed us, from our earliest ancestors to modern humans, to survive.

And survival throughout evolutionary history has been a challenge for humans: we are more like chimps than bonobos. We make war, not love.

The most powerful brands link to personal identity: we bind ourselves to these brands as a way of both externally expressing who we are and internally validating our own sense of self.


3Blessed are the poor in spirit,
for theirs is the Kingdom of Heaven.
4Blessed are those who mourn,
for they will be comforted.
5Blessed are the meek,
for they will inherit the Earth.
6Blessed are those who hunger and thirst for righteousness,
for they will be satisfied.
7Blessed are the merciful,
for they will be shown mercy.
8Blessed are the pure in heart,
for they will see God.
9Blessed are the peacemakers,
for they will be called the Sons of God.
10Blessed are those who are persecuted because of righteousness,
for theirs is the Kingdom of Heaven.
11Blessed are you when people insult you, persecute you and falsely say all kinds of evil against you because of me.
12Rejoice and be glad, because great is your reward in heaven, for in the same way they persecuted the prophets who were before you.