Never a slouch when it comes to branding, the Roman Catholic Church, at least here in Connecticut, has begun to attempt to rebuild trust. After all, that brand is one associated with childhood. We had our First Communion with the Church. We saved pagan babies in the Church's catholic schools. We got confirmed in the Church. To us Baby Boomers it was as much a part of our youthful experiential memory bank as "Father Knows Best," the summer of hula hoops, and pop-it beads.
Smart move, today in THE NEW HAVEN REGISTER the Church has a full-page advertisement for the Hartford area Catholic Schools. The message of values isn't about moral ones. The message is about the trust parents can put into the Hartford Catholic Schools that their child will complete high school, go on to further education or training, and excel in standardized tests. The ad provides academic percentage rates, not preaching about character development.
The odds are the Roman Catholic brand will endure beyond this crisis.
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