“You are the light of the world—like a city on a hilltop that cannot be hidden.”

Yesterday in the New York Times a company called, IPG Mediabrands took out two full-page advertisements to introduce a new brand measuring system that is based on a brand’s Dynamism.  Dynamism is assessed by measuring the brand characteristics of Agility, Responsiveness, Innovation and Sociability together being what power the dynamism of a brand. They go to define Agility as: the ability to adapt to changing market conditions.  Responsiveness: how quickly a brand responds to customer feedback.  Innovation: how effectively the brand embraces new technology and develops new products and services.  Sociability: how deeply and meaningfully the brand engages with its customers and internal stakeholders (employees and community).  I don’t know if this will catch on or not, but when I look at their Top 100 brand rankings through these filters, I can recognize these attributes from what I know of the brands themselves.  That says something.  Here are their Top 100:

Can you see your brand through the four characteristics?  What does it say that you might need to be doing differently, or do more?

I’m more and more convinced that we also have to look at ourselves as brands that others come into contact with and interact, always evaluating and trying to understand better.  And as ones who want to spread the glory of God into our work and lives, then we can check ourselves daily to be sure that we are also living up to His brand calling.  I like the four IPG brand characteristics to be sure that I am staying agile, responsive, relevant (innovative) and sociable for those who need me and who are trying to understand how one can live for Christ within the world we are given.

Reference: Matthew 5:14 (New Living Translation)