Instead, he followed the tradition of dogmatism. His focus has been on what members of the church should believe. As with the European popes (with the exception of Pope John XXIII), it was the church's way or the highway.
Not a Marketing Guy
Pope Francis' latest move has been to canonize 35 new saints. As if the church needs, at this time, to introduce 35 new products.
Instead, he should have repositioned and repackaged the long-existing brandname saints. They are what had sold, what is selling, and what will always sell.
Brandnames We Love
Even we recovering Catholics still seek help in impossible situation from Saint Jude. Weekly I have a candle lit at a national Saint Jude shrine.
We give a Saint Christopher medal to a friend who is traveling the world.
We even go to a Catholic Church once a year on Saint Francis Day to have our animals blessed.
As we say in marketing, those products are "sticky."
Case Study for Business School
Marketing is everything. And this spiritual leader has shown he really has no interest in it. His head is wrapped around the "oughts" of belief.
The Roman Catholic Church was once among the most enduring global brands. A business school should publish a case study of that decline.
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