Maundy Thursday, the Jesus Brand

Jesus has a brand.

We need Maundy Thursday. We need it more than any other reminder these days.

This is the age of branding, Companies spend millions of dollars trying to establish a certain connection in the mind of the consumer. Even athletes and actors spend great effort establishing a brand, some desirable quality with which they want to be associated. Jesus was already doing that two thousand years ago. His brand was clear and focused. In a moment in time when American Christians are up in arms about all sorts of issues, and just as likely as anyone to spew their wrath on Facebook, we need Maundy Thursday to call us back to the Brand.

“A new command I give you: Love one another. As I have loved you, so you must love one another. By this everyone will know that you are my disciples, if you love one another.” – John 13:34-35

Right there. Jesus lays out our brand. He would often speak in parables or keep a teaching below the service, something we would have to work for. Here, he uses plain and straightforward language. There are no disclaimers. There are no exceptions. Jesus had just washed the feet of those who would desert Him. He had just knelt before Judas and washed and dried his feet. “As I have loved you, so you must love one another.” He didn’t ask us to fight the chaos with clever memes or savage comments. Like Jesus loved Judas, we are to love even those we feel are wrecking all we hold dear.

In a world of uncertainty, let’s return to the clearest command Jesus gave us. Let’s just err on the side of love. “Maundy” comes from the same word through which we get “mandate”. Maundy Thursday is the name given to the day Jesus game us the mandate to love. It’s also best for us and the world around us. Rather than engage in the chaos, let’s just show love for people. Remember the Brand.

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