Before we get a ton of hate email, this posting is not a commentary on any religion in any way, shape or form. It is also politically neutral. So why would you want to read anything that promises to be that boring? Because it’s about brand positioning and message consistency. And because today is the fourth anniversary of Jesus Day in Texas as signed into law by then Governor George W. Bush in April of 2000 (A.D.).

This is not quite the “Christmas in July” idea that’s been used for years to advertise clearance sales, but it’s darn close. Wondering what kinds of effects an official Jesus Day on June 10th would have on the brand equity of the competing Jesus Day scheduled for December 25th, we dove in.

OK, it hasn’t had much effect yet. But keep in mind that the December event has been building name recognition for at least as long as Coca-Cola, and with a much bigger budget. Intrigued by the “can-do” spirit of the feisty summer startup, we visited their website. Sure the site is fairly basic, but the competing winter festival doesn’t even have its own website! Anyway, the creator of the Jesus Day site is a company called By His Designs, which leads-off its own website with this copy:

Your church, ministry or small business website is sending a message. Do you know what it is saying? Is it saying what you think it is? Does it truly express what you are about? It Can.

Take a look at the face that adorns the homepage and decide for yourself what message By His Designs is sending: “Peace on earth?” “Good will toward men?” “Kumbaya?” “Michael Row Your Boat Ashore?” Or, “If I Had a Hammer, I’d bash your head in?”

OK, OK, go ahead and send us your hate mail.