Roman Catholicism and the Pope… the art of succession and rebranding
By: Ben Webb
The billowing smoke turned white above the Vatican and a new pope – Chicago’s Robert Francis Prevost, or Leo XIV – was revealed to the world. A day later he was delivering his first Mass and vision to his troops and 1.4 billion followers. As succession plans go, it was quick and effective, especially given the sheer size and complexity of the organisation.
To remain relevant for more than 2,000 years is also no mean feat. Each pope’s marketing strategy is obviously not about selling a product – it’s about advancing an idea, a message of hope and faith and the best way to understand and live in an increasingly topsy-turvy world. Each pope has to update this message to remain relevant and salient in fast-changing and difficult times.
The last pontiff, Pope Francis, led the Roman Catholic church into a far more enlightened era. In terms of branding, he broadened the message. Francis was much more of an activist than previous popes. Almost a disruptor. He was not afraid to talk about the plight of children and immigrants, warn about the dangers of climate change, and push for resolution of major conflicts, appealing to Gen X and Millennials searching for meaning.
Consistency and authenticity
Perhaps his most dramatic rebranding initiative was to call for the acceptance of gay people. Traditionally, the Catholic church has considered homosexuality a sin. However, Francis, approving the blessing of same-sex couples by priests, preserved the mission and modernised the message.
It is not easy to change or update the nature of a brand – including some of its key traditions – when its ardent followers have a very firm belief in what their brand stands for. But Francis was successful, in part, because he was consistent, believable and authentic.
He was also humble. He may have been the leader of a mega-brand but he did not believe himself part of a hyper exclusive club. Quite the opposite. Until he couldn’t, he carried his own luggage and often drove an old Renault with 190,000 miles on it. It’s a small but telling change. And he did not live in a palace but in relatively humble accommodation.
Actions are louder than words
Pope Francis treated criminals with respect, even washing and kissing their feet. Of course embracing the feet of female inmates at the Rebibbia prison, Rome, on Holy Thursday, 2024, was guaranteed to create headlines and a powerful multi-platform social media response, from Tik-Tok to the FT. It was also a great way to boost brand awareness and to emphasise what the brand stands for. But the reason it was so effective – and not just another social media stunt – was Francis’ style of leadership. We may live in a post-truth age – of sorts – but his success proved that, more than ever, actions speak louder than words.
It was easy to imagine Francis doing exactly the same sort of thing with no cameras in sight. He made the Vatican more human. Less austere. His deeds matched his words. In the corporate world, such consistency and service would almost certainly inspire deep trust and loyalty among staff and other stakeholders.
It’s good to talk, listen and collaborate
It’s hard to think of many leaders – religious, political or corporate – who have been so happy to confront tricky issues by talking to those with different ideological and religious points of view. He was immensely powerful but was also the opposite of an autocrat. He no doubt found common ground with JD Vance and Vladimir Putin, the Grand Imam Sheikh Ahmed al-Tayeb and the Coptic Orthodox Patriarch Pope Tawadros II.
The art of listening intently can be underrated. It helps to break down barriers. It also helps to ensure large and complex operations become interconnected and more efficient. Francis famously said, “I like it when someone tells me ‘I don’t agree.’ This is a true collaborator. When they say ‘Oh, how great, how great, how great,’ that’s not useful.”
All in all, Francis preferred listening to lecturing and humility over star turns. Today’s CEOs face challenging business issues, ranging from the rise of AI to the unknown impact of tariffs, and need all the help they can get to ensure their companies survive and flourish. Those executives looking for a little inspiration – especially those looking to rebrand – could pick up a few tips from the leadership of Francis.
