marketing and church

My friend, a colleague, wants our missional leaders group to talk about marketing techniques and church. I am eager to do so. Here's why:
Marketing the church is like selling doves in the temple. It betrays an ecclesiology sold out to consumer, market-driven ecomomics. The sacraments, prayer, mercy, serving, God's Word are not for sale. And we are not in competition with other gospels, other churches, other religions, other spiritualities, other ways of living. Attractional modes of church require marketing strategies today, in a market that is overloaded with religious and pshyco-spiritual self-help. Since Christianity isn't the most popular kid on the block, especially mainline Christendom, then we feel like survival is dependent on becoming more trendy and relevant---and to do so requires a rebranding of ourselves and a new marketing strategy. Savvy consumers will recognize that to market Christianity is to dumb it down, simplify it, and understate it. Can't market theology of the cross in a culture that avoids suffering and death at all costs. Can't market creation stewardship in a culture unwilling to reject so many idols, whose byproducts destroy clean air, water, ecosystems, etc...Whose ready to sell their possessions and give their money to the poor? Try marketing that!

It's a false ecclesiology, a failing one, that will go the same way Christendom went (though it took 11 centuries). when we start talking marketing, we start talking about advertising. How long will it take consumers to realize that we aren't selling cheap latte's, but cheap grace? Cheap grace is grace without the cost of discipleship.
I'm all for sharing the hope that is in us. But I don't think it's about a marketing strategy. I think its about love and love is about realtionships and relationships are harder than making a striking 'ad' or radio spot. Unfortunately we have a single model for building church: People live like Jesus. Some people are repelled by that, others gravitate toward it. We invite those people to come and follow, too. They learn to live like Jesus. Some are repelled by them and others are inspired by them. They are invited to join us, too. And some do.
It begins with how we live as public witnesses. Missional Christians love their neighbors and friends unconditionally. They also seek to go deeper into the mystery of divine presence through ancient spiritual practices. And they invite others to experience the same mystery.