The Catholic Church - a case study on rebranding

If you followed the Holy See Press Office press conferences during #Synod14 and #Synod15 you remember the guy in the photo. He is Fr. Thomas Rosica, "CEO of Canada's Salt and Light Catholic Media Foundation and the English-language attache to the Holy See Press Office at the Vatican".

Recently, he stated the following (source):

"Prior to Pope Francis, when many people on the street were asked: 'What is the Catholic Church all about? What does the pope stand for?' The response would often be, 'Catholics, well they are against abortion, gay marriage and birth control. They are known for the sex abuse crisis that has terribly marred and weakened their moral authority and credibility...

Today I dare say that the response is somewhat different. What do they say about us now? What do they say about the pope? People are speaking about our leader who is unafraid to confront the sins and evils that have marred us... We have a pope who is concerned about the environment, about mercy, compassion and love, and a deep passion, care and concern for the poor and for displaced peoples roaming the face of this earth... Pope Francis has won over a great part of the media...

[The pontiff] has changed the image of the church so much that prestigious graduate schools of business and management are now using him as a case study in rebranding"
For those of you that failed to waste a year or two (and a lot cash) in business school, Wikipedia will give you a world class education on rebranding for free:
"Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. Often, this involves radical changes to a brand's logo, name, legal names, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket; they may also communicate a new message a new board of directors wishes to communicate."
Now that everybody is on the same page, I am pleased to inform you that Pope Bergoglio's rebranding of catholicism is a success:

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