Changing the Label

Heinz Ketchup is changing the label it puts on its ketchup bottles.  There is concern that people are not making the connection that ketchup comes from tomatoes, so out with the gherkin pickle (it's a long story) and in with a tomato on the vine.  The idea is to tap into the desire of people to eat more wholesome, natural foods.  There will also be a new tag-line: "Grown not Made."  I'm interested in rebranding because like ketchup, ministry sometimes loses touch with what it's supposed to represent.  So: what to do when people lose sight of what you are doing in ministry?  Rebrand it.  Call it something else, so people won't be turned off by it.  The question is: What else do you have to change besides the brand or the label.

Back to the ketchup.  What will Heinz do differently now that it has changed the label?  More natural wholesome tomatoes?  Somehow help farmers who are doing a better job growing and caring for tomatoes?  What about the poor gherkin farmers and producers who they are leaving behind.  And the people who prefer to have their ketchup made not grown, the people who are realistic about the fact that ketchup does not grow on trees?  And what about all the people who dedicate their lives to making the ketchup.  Is this a slight to them?

And to ministry.  What do we have to change when we start calling a ministry something else? Are we committed to changing the ministry and the lives it touches?  Or just what we call it?