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Bishop Eddie Long apparently has a great deal of support from members of the New Birth Missionary Baptist Church. A new billboard of Long has appeared in Atlanta, with the words "Love Like Him, Live Like Him, Lead Like Him." Some in the community have interpreted these to be the words of Jesus, but others are wondering if another message is being sent by the supporters of Bishop Eddie Long.
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On one hand, we could easily argue that those who've built this ill-timed billboard are most certainly talking about Jesus with their words. The problem, however, is that they don't have a picture of Jesus next to the words. Instead, there is a picture of Bishop Eddie Long. If Long's supporters were trying to communicate the words of Jesus, they should probably have considered including a picture of the person to whom they were referring.
In business school, we teach a concept called "co-branding." Now, I'm no marketing expert, but simply put, co-branding is effectively the act of strengthening one's brand name by connecting it with another. For example, there is a reason that Nike pays LeBron James millions of dollars every year. By associating their brand with his name and face, they are elevating the value of their own product.
The same is true when connecting a disgraced public figure like Bishop Eddie Long with the name of Jesus. Jesus is probably the most valuable brand in the history of the world - as perfect, pristine and respected as you can get. So, by using Jesus' words and putting them next to the face of Bishop Eddie Long, his supporters expect that they are scoring a public relations touchdown.
What's most sad about this billboard is that there are many people who will be fooled by it. The deep commitment that many Americans have to God and Jesus can sometimes be utilized by those with malevolent objectives. I can't say for sure if Eddie Long is the person behind the billboard or whether he's guilty of the terrible actions for which he's being accused. What I can say, though, is that in the event that a person in the pulpit may be doing harm to our children, we cannot allow our commitment to a higher power to make us both blind and ignorant.
Dr. Boyce Watkins is the founder of the Your Black World Coalition and a Scholarship in Action Resident of the Institute for Black Public Policy. To have Dr. Boyce commentary delivered to your email, please click here. 
Comments: (106)
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By: slik on 10/07/2010 9:31PM
is it time to feed the sharks already, damn ya just fed em yesterday. Normally they get their chum every two days.
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By: The Truth on 10/07/2010 9:46PM
I'm surprised he didn't kick it up a notch and strike a pose next to a dozen or so young men.
"Can I interest you in some kool-aid?"
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By: ARNEADER on 10/07/2010 11:29PM
Yall aint gon believe this! I told yall about my ex pastor being removed by our Bishp. Guess what? Our Bishop has stepped down. I have been in a disaray ever since. This is so unbelievable. GOD is stepping back and letting the devil show us who these people really are. GOD honors our faithfulness to the WORD it's these ministers that are taking advantage of the people. GOD is going to say "depart from me I know you not".
http://www.woficc.com/
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By: Jay on 10/07/2010 10:00PM
This billboard is disgusting, and it's a sore eye in the Atlanta downtown skyline. Yes, I am one that believes Eddie Long is guilty. His former church in Cedertown, Ga. had rumors of him getting too friendly with the young men there at Cedertown Baptist Church. This is in Polk County Georgia. This is before he began pastoring at NewBirth. The pervert continues his apetite of having young men as his prey and victims.
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By: stare k on 10/07/2010 10:38PM
Jay I wonder why cnn don't have a storyon him there? I 'am alittle in the middle . I want to say I think he is guilty. Because PASTORS have such a bad PEPUTATION . You know what the BIBLE say , The love of money is the root of all evil . Look @ his life style. Leave all the money in the
church treasurer , For the up keep of the church, Salvation is free . None of them should not be getting paid , Your word should be free . See how many pastors stay @ these churches then. Oh no they don't want to here that.I know of one pastor here the board cut his pay , he left.Got him another church out of state just as he got there within weeks he got sick . They did not want him, now he is back here with no church. It is the money all about money, money , money
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By: Black Barbie on 10/08/2010 9:12AM
The problem with "co-branding" within a church, is that God expects top-billing and doesn't take too kindly to sharing reverence.
Eddie Long's problem is the same as every other mega-church pastor who started out doing a great work for God, and somehow began to think that God's praise was intended for him.
The billboard borders on blasphemy, partly because Long would dare to co-brand with God. And partly because Long's life is so shameful, I don't think God appreciates the association.
JHMO SMH
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By: Danielle on 10/08/2010 9:26PM
Well said..
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By: Kali on 10/09/2010 2:15PM
As in Isiah 14, just as the devil stated he will be like the Most High refering only to God because their is noone higher than God. When men esteem to be higher and people flock to protect and aide those who they may know for a fact is wrong will also be guilty of the same. I don't know wheter he's guilty or not but God does and the truth will come out because the Bible says what is done in the dark will come to light.
But when man thinks he's above God that's what he does, put himself where only God should be.
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By: girlking on 10/11/2010 12:20PM
I wholeheartedly agree. Some pastors have need recognize that they are not God and that God is God all by himself. And, we, doesn't mean God the Father, Son, Holy Spirit and Pastor So-and-So.
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By: barbara on 10/13/2010 6:28PM
seems like to me the people of the NEW BIRTH church ,worships edddie long instead of GOD,something is defently wrong there!
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