CATHOLICISM'S COMPETITIVE EDGE
In all of these areas Micklethwait has surveyed, Catholicism "starts from an incredible advantage," he says. Its brand, even if overworked and tarnished by recent scandals, is the strongest. It is the first multinational, "the General Electric of the religious world"; it is omnipresent. In conflict zones, Catholic missionaries are the constant ones who know everyone, he found.So while Rome remains a reactive player rather than a market leader or innovator, brand loyalty and ubiquitousness remain vital comparative advantages. Megachurches might grow dizzily, but they are more consumer-dependent and vulnerable to market fluctuations. Catholicism has absorbed the "acids of modernity" best of all, Micklethwait says. "If modernity is something you have to come to terms with, Catholicism is at on end and Islam at the other." Micklethwait thinks it is possible that as people "get used to religion being there," some of the depth you get with Catholics "might count for things."
But without forsaking what is best in the brand, Catholicism must respond to the consumer. That is something American Catholicism understands better than its European counterpart. "If you were a management consultant," says Micklethwait, "you could argue that it has sometimes or too often mistaken the means of delivery for theology, so it has inherently clung onto things which aren't terribly useful." You might have the best light bulbs in the world, he says, but if you choose to sell them only through corner shops, there is a risk people will prefer the supermarket versions.
While Micklethwait is certainly not the first to regard religion as a business or brand, the two do lay out the situation well, despite the passable writing quality. I particularly like the last bit, which lays out just how mismanaged and poorly structured the Catholic corporation is, even if it does have some promising light bulbs hidden away under bushel baskets.
I actually once suggested a consultancy for the Church, albeit on a more plebian level, but my idea was disregarded, as their findings of the upper reaches would surely be. Maybe another millennium is all they need, though their history of survival despite horrible mismanagement suggests that may not be long enough.
