Here is an interesting article: churchrelevance.com » Are you a Starbucks Church or a Dunkin’ Donuts Church?
I think this goes back to understanding who you are as a church. Once you understand who you are as a church, then you can discover who you are best equipped to reach. Then you must pursue them with an excellence of ministry.
There are many who want to be a Starbuck's Church, but are stuck trying to change a Dunkin' Donuts Church. I have found that changing the culture of a church is difficult, if not impossible. It is like trying to change your spouse, someone is just going to get mad and end up in counseling. It takes a very special person to work in an existing church and lead them effectively into effectiveness.
Thanks to Todd at MMI for the heads up on this article.
Check out this article from Brand Autopsy.