The Catholic Brand

The Challenge of Controlling the Catholic Brand
Theophilis
March 15, 2008

(ITH) - The article below from the Washington Post describes the trepidation that Catholic college presidents feel about the upcoming visit by Pope Benedict XVI. They feel that his likely response to their "leadership" will be admonishment and lecturing about "Catholic" identity and dissent. And understandably so.

These college presidents have benefited greatly from using the Catholic brand. Powerful and wealthy alumni who identify themselves as Catholic continue to pump millions of dollars into Catholic college endowments and supply a stream of descendant applicants to their Alma Maters. Further, Catholic high schools continue to encourage graduates to attend Catholic colleges and many have scholarships available from those colleges geographically closest to them .

The college presidents though openly flaunt their dissent from Catholic teaching on faith and morals in the name of "academic freedom". Why? One answer may be the demographic reality that fewer young people identify themselves as churchgoing Catholics. Another may be that to "compete" for faculty and students these colleges feel they need to diversify into demographics having nothing to do with the Catholic faith and more to do with current trends or fads like feminism, homosexuality and secularism.

The response of the Church leadership, especially the Pope, has been to add requirements for these colleges and their presidents to prove they are worthy of the Catholic moniker. Is their response rational or one of futility and desperation?

I liken it to a corporation that wants to control its brand. For Coca Cola to be Coca Cola, it must have the same ingredients, appearance, packaging and advertising wherever and whenever it is made and distributed. If a consumer were to detect a distinct difference in taste from time to time or place to place, they would likely complain or change brands to something more reliable.

Catholic colleges, by using the brand name "Catholic" have broken the rules of sound brand management. "Catholic" at Franciscan University at Steubenville, OH means something very different from "Catholic" at Georgetown University. An unsuspecting parent or student performing a college search almost has to eliminate the idea of a Catholic college from the equation. Indeed, it may be easier to have a Catholic experience at the Catholic Center at secular Boston University than at "Catholic" Boston College just three miles up Commonwealth Avenue.

The Church hierarchy responding to this problem of inconsistent brand has tried to impose some order. The document Ex Corde Ecclesiae issued by the Vatican sought to standardize the brand with respect to theology departments and the delivery system, the professors.

Likewise, the USCCB document, Catholics in Political Life, also sought to create guidelines by which Catholic colleges would approach political activity on their campuses. The reaction by the college presidents was predictable. They ignored these documents and the authority of the Vatican and Episcopate and continued to manage their colleges as separate franchises.

The result has been confusion and disillusionment on the part of practicing Catholics seeking an authentically Catholic experience. Organizations like the Cardinal Newman Society and National Catholic Register have called attention to the problem and produced guides for students and parents to use when selecting a college. In both cases, the list of authentically Catholic colleges is a small minority. And the geographic dispersion means that a student may well have to travel many miles and out of state to attend one.

So now the Pope is visiting and has on the agenda the problem described in this article. He will likely exhort the colleges to come more in line with the truth as defined by the magisterium of the Church. Less likely are any concrete steps to exert pressure on the college presidents or religious orders.

Many will cry that the Pope and the bishops are overstepping their authority and that they are trying to restrict academic freedom. But in reality they are trying to control the Catholic brand because to do otherwise usually means a steep decline in customers.