This paper addresses the identity crisis of Christian churches under the conditions of late modernity. With Jürgen Moltmann, I describe the dilemma of the contemporary church and of its theology as a crisis both of relevance and identity. I suggest that churches have responded to the loss of their stronghold in the Western world in three ways: liberal Protestants embrace modernity, evangelicals oppose it and a third group, whom I identify as church theologians, try to ignore it. I argue that none of the three approaches successfully solves the church's crisis in late modernity and especially in a consumer culture with its commodification of religion. I trace these struggles of the contemporary church to its loss of alterity, both of God and of the human other, and suggest that we can regain a sense of God's otherness by rediscovering God's holiness.