Repackaging Christianity: Alpha and the building of a global brand

"Alpha has become a global phenomenon and, in this well-researched and compelling account, it has now found its historian." —Professor Timothy Larsen (Wheaton College) for the Times Literary Supplement

Alpha is a global phenomenon, one of the most famous and controversial brands in Christian evangelization. Launched internationally in 1993, it has attracted wide public commentary over the decades, not only among churches but also in mainstream television, radio and newspapers such as TheEco...