Have you ever noticed in the branding of products that everyone wants in on the naming game? Years ago when Windows XP was released, an “X” in a product name was “in.” There was even an XP Dog and Cat Repellent in the garden section. Apple has been so successful with a lowercase “i” before product names that you now see the small identifier on shampoo, technology gadgets, and new sports drinks. What’s sad about this branding fiasco is that religion is getting in on the game to bolster modernization and sport a kind of doctrinal following.

I’ve been introduced recently to terms such as FICs (Family Integrated Churches) and regulatory worship. In the defense of many cliche-driven ministries, there is something to be said about connecting with people around terminology that succinctly describes a doctrine, position, or practice. We’re simple people and we need a vision. But this vocabulary trend we are seeing carries with it some inherent problems.

First, there’s a semi-elitest attitude in expression. Why can’t they just say, “We worship with our kids in church,” or, “if it’s not in the Bible we don’t do it?” There are even associations around a particular worship style, like ncfic.org. I’m not necessarily opposed to the above mentioned practices, but in trying to categorize our philosophy we often leave people very confused. Even more, churches that worship in similar manner without all the branding of philosophy are often seen by congregants as “old-fashioned” or “out of touch.” Personally, I find it difficult to keep up with all the newest labels with my head buried in Bible study all week.

Even more, there are underpinnings of doctrinal problems not clearly identified as we throw around these market-savvy terms. While Ezra preached from a pulpit, we don’t have evidence that Moses did. And while instruments were used in Bible worship, they didn’t have pianos or even sound systems. So the finer points of philosophies, like regulative worship, gloss over some finer points that are left insinuated. I think that’s dangerous.

As a church, let’s work to stay focused without getting caught up in the latest trends. Let’s change as we identify shortcomings in our character or culture without denominational pressure. Let’s keep ourselves unspotted from the marketing agenda. Let’s be open to consider better (and more biblical) ways of worship without the need to be trendy. And let’s worship authentically, biblically, and uniquely, as God gifts us as a body.