January 20, 2006

Brought to You by God®

By THOMAS BARTLETT

For the premiere of the movie The Chronicles of Narnia, Biola University purchased 5,000 tickets and distributed them to students, alumni, and donors. The university also placed a large advertisement for the film on its Web site. Rob Westervelt, director of brand management at the Christian institution, talked to us about this unusual move and the concept of "God-branding."

Q. How did the idea of using "The Chronicles of Narnia" in this way come about?

A. Well, it's really kind