A friend suggested to me the other day that that Catholicism has nothing to offer the world. I disagree. Setting aside the issues being addressed at Royal Commission and all the numerous crimes against humanity this organisation has inflicted in the world, it also serves three useful purposes. It gives many thousands of people a […]

A friend suggested to me the other day that that Catholicism has nothing to offer the world. I disagree. Setting aside the issues being addressed at Royal Commission and all the numerous crimes against humanity this organisation has inflicted in the world, it also serves three useful purposes. It gives many thousands of people a great deal of comfort and its junior ranks of nuns and priests have contributed much to the poor and needy around the world for generations. The third useful purpose and the one I address here is the enormous amount it has taught marketers about branding and marketing. Pope Francis is, above all else the world’s highest paid, most lorded, and best known ‘brand guardian’. His job, first and foremost, is to protect and develop the Catholic brand. He is responsible for maximising brand equity – building value into the faith, and maximising membership by making…