I am sure you have noticed the trend. Churches are increasingly rebranding themselves with single, generic nouns. Their reasons vary—attracting their target audience, pointing to their compelling vision, reinforcing a change in strategy, or reflecting some attribute of their location. Two churches not far from us have adopted the names Compass and Orchard.

My wife, Katie, and I were traveling in West Michigan this past weekend. Within a short time we passed churches named Corner, Bridge, and River. We mused that our home church, recently renamed Crossview, could legitimately be River Bridge Corner. We are, after all, located at the corner of two major streets; a river runs along the east side of the property; and there is a bridge just off the corner of our parking lot.

I couldn’t help reflecting further on the notion. Not the compound name, but the exercise in strategic thinking that it offered. You could, for example, model a strategy from the components of bridge, corner, and river.

• Bridge: Move people from loneliness, unbelief, hopelessness, and/or hate to community, faith, hope, and love.
• Corner: Empower them to turn the corner—transforming behavior, lifestyle, values, and purpose into a growing discipleship.
• River: Train and deploy them in flowing out to others through service and spreading the good news.

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What is your favorite church name, and why is it significant?