Repackaging Christianity - Alpha and the building of a global brand

The story of Alpha is of major significance for understanding the place of religious faith in the modern world, but that story has never been told - until now.

Since its launch in 1993, the Alpha movement has evolved from ''supper party evangelism'' in the Kensington suburbs into a global brand of Christian outreach. Today, over a million people attend Alpha every year, but the history of its rise to popularity has never been documented. What caused such spiritual renewal in an age of scepticism? And what propelled Alpha into a phenomenon that is recognised across the globe?

Alpha is far more than an introductory course to Christianity. At the core of its brand identity is a ''repackaging'' of the Christian message for contemporary audiences. Innovation and cultural adaptability are built into Alpha''s DNA, one of the chief reasons for its longevity and influence. Nimbly utilising the multimedia and digital revolutions, it has contextualised into cultures and languages