Brand Pastor Built Fosters Fierce Member Loyalty

October 4, 2010  |  

(AP) — Long built a humble suburban Atlanta congregation into a giant TV ministry on the strength of his charisma and his interpretation of the Gospels, including the magnetic idea that the faithful will be rewarded with wealth. It’s a doctrine the architect and leader of New Birth Missionary Baptist Church embodies with his own luxury lifestyle, including a private jet, jewels, a luxury automobile and a mansion.

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