Unreasonable Faith:

Matthew Paul Turner: Today, America's Jesus is more of a brand name than anything else, a money-making commodity that churches and large "non-profits" manage using basic business-type practices like strategy development, viral marketing, and publicity and public relations.

In the book, one of the chapter titles was called "JESUS is a Registered Trademark." In that chapter, I discussed the differences between the JESUS™ people have created and the Jesus we read about in the gospels. JESUS™ can be manipulated or branded into almost anything we want him to be, from a wealth-and-prosperity-providing genie to a hateful Messiah who will one day return with an eternal axe to grind. It's difficult to do that with the Jesus of the four gospels.