A recent article in the Toronto Star by Naomi Klein based on her book No Is Not Enough has got me thinking about my family's favourite companies. Back in the 1950's, my dad was branded on Brylcream ( thanks to Maurice Richard ) Sweet Caporal cigarettes ( his ultimate downfall) and GM cars. My mom had great faith in her Singer sewing machine, Lady Clairol and Tide detergent. I suppose my brands currently are Nike, Joe Fresh and Kraft Foods.
Lifelong branding starts for some wee children as soon as they're able to recognize the golden arches of McDonald's.
When it comes to religion, my brand is Roman Catholic, a faith that took hold of me at the age of 6 when I received the Triple Crown of sacraments, Penance, Holy Eucharist and Confirmation, all within the space of a few weeks.
As I watched some children receive their First Communion at our local parish, I wonder what's happening to the Catholic brand these days. Although the core message of the Church has not changed, the branding process does not stick like it used to.
Churches are emptying just like shopping malls. And unfortunately, just like outdated malls, some churches will be soon closed for good.
Our parish priest hopes that this trend might be reversed but even he sees the writing on the wall.
Am I discouraged by this decline in my brand? Not really.
I see it as a natural process, the same way that the raging fire that lays waste to a forest is a precursor to new growth and renewal.
Not just religious brands but all brands are going through change these days.
Pope Francis knows this and seems to be trying to downplay the Catholic brand while emphasizing its core message. Certainly, his recent message on TedTalks would suggest that ritual and rigour have little to do with compassion and brotherhood.
I think Francis is on the right track. The Catholic Church can and will change.
I only hope it happens before I'm the only one sitting in its pews.
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