Be nice if the CofE could do some proper brand advertising

It concerns me that the Church of England for whom I work sometimes equates the transfer of text based information with communication. A word written or read out loud is not the same as a word received.

The written or spoken word in a religious context is often a kind of legal transaction which establishes the terms of membership. The words are a statement of what we are signed up to. We are connected in a formal sense but it requires creative expression to bring the meaning to life. I wish we could be more like the advertisers, or at least learn from them.growing-younger-header.png.576x260_q100


In fact, I spoke too soon! Birmingham diocese has grasped the advertising thing with both hands in this message – “we’re growing younger”. In an unconventional move the diocese wants to install significant numbers of young people in positions of leadership.

Yamaha places a piano in a shopping area inviting the pubic to play.
Yamaha places a piano in a shopping area inviting the pubic to play.  An accessible and creative brand. A live product demonstration.

It has been said that St Francis of Assisi urged his followers to preach the Gospel, “use words if you have to”, but maybe he never said those words, I don’t know. The point is that it’s the stories that make the communication – every colourful detail of how we live our lives becomes our sermon.

We are compelled to tell our story by whatever means we have at our disposal. It is no use saying that words are better than pictures or any other medium for that matter.

What matters is the connection. The famous theme at the start of EM Forsters Howards End is “only connect”. That’s just it – THE CONNECTION. We live in fragments searching for a connection and in the end that’s what we strive to achieve.

Lloyds Bank advertising in Leeds
Lloyds Bank advertising in Leeds positioning banking as part of your life story and values. It takes no time at all to read.

I think it is fair to say that we live in a time where the captured image is the medium of choice when it comes to communicating stories; from films to magazines, to websites.  The power of the photograph to connect with people is extremely powerful.  But we must remember that according to Marshall McLuhan, the medium is the message. I understand from this that the words on the printed page can be spoken, and that the voice may convey images, and that the images can embody the stories.

Pictures have always been engaging and in our busy, mobile world pictures are now also extremely convenient.  An image can communicate an idea far more quickly than a paragraph of text. It is this convenience in our speeded up world that is the important thing to remember. This surge of interest in photography is not to diminish the power of words at all, it is simply to say that in our busy lives we need to keep it short. In fact pictures can assume tremendous power when accompanied by a few words of text. Poetry is a wonderful form. This leads me on the Twitter.

Twitter is a social media channel that restricts posts to 140 characters with the option of accompanying image, as you may know. The two most striking observations we can make is firstly that brevity (both in expressing and reading) is important and secondly that the message does not persist, by which I mean that it is designed to be visible only for a short time.

iPhone 6
The on-screen image is the message of this iPhone ad. Design and creativity.

So, the way we consume messages today is in the fleeting moments available to us.

As a society we are expected to be in sync with the conversations going on around us as they happen. These fragments of conversation are connected to other fragments of conversation and eventually coalesce into coherent ideas. We must be alert to the conversation.

The ideas are forming collectively with many voices participating. There is a flow and a rhythm to the dialogue which can be a beautiful thing. The connectedness of these conversations is a step towards being connected as humans and so here lies a wonderful prospect.

Yes I love photography and I love advertising because those who excel in these arts have understood that communication is about connection and  relationship not simply the transfer of information.