I enjoyed the way a pastor referred to branding schizophrenia in his church. Their church had just completed the Vision Pathway process with Auxano to clarify their vision, and develop their brand. As an effective yet over-programmed mega-church running around 5,000 in attendance, the pastor was shocked at how quickly the identity and consistent communication of the vision can drift. “Every time I encounter our staff, its like we are wearing a Nike logo on our hat with an Adidas logo on our shirt while wearing Puma tennis shoes. People can’t figure out what we stand for!” That pastor captured in few words the massive challenge of alignment and attunement in our best churches.