One of the most important business commodities, intellectual or material, is the brand name. More than just a logo, a brand name is the symbolic representation of the entire company, implicitly defining the quality and integrity of its products. Building widespread brand name recognition can take several years, let alone correcting a negative impression, but acquiring an established reputable brand name quickly improves a company’s legitimacy in the eyes of the public. For instance, Rupert Murdoch’s purchasing of the Wall Street Journal gives his new business channel instant credibility (at least in theory).
On a smaller scale, brands can be leased to individuals in the form of franchising. In this system, a small business can leverage an existing brand name and benefit from it’s reputation and advertising. However, the corporate office usually dictates uniform policies from products, pricing, and interior design in order to protect its brand and ensure a consistent experience for the consumer.
Religion follows a similar pattern in terms of connecting name recognition to external expectations. We expect Orthodox Jews to keep kosher, observe Shabbat, and follow the laws and ethics defined by Jewish law. The difference is that Orthodox Judaism has no authoritative “home office” to enforce uniform regulations. As such, the religious “franchisees” are left to argue over who has the most authentic characteristics, and in turn discredit and delegitimize their competitors.
Let’s look at three recent examples from the world of Jewish news: