That would be the sound of a cracking whip....

Proving once again that to stand for everything is to stand for nothing, even The Star has noticed Pope Benedict’s quiet pursuit of a new, robust Roman Catholic brand:

"Benedict is very progressive about his brand," says Patrick McGovern, vice-president of Blade Creative Branding, a Toronto-based marketing agency, who gives the Pope credit for clearly expressing the values a core constituency holds dear. "If everybody is wishy-washy, (the institution) will wash away."

Two recent moves only reaffirm Benedict’s shrewd strategy: the revival of the Traditional Latin Mass and reaffirmation of the supremacy of the Catholic Church. In the former case, the Pope has allowed for expanded use of the old liturgy, which is very different from the current Mass which mimics many Protestant services. Benedict clearly intends that the Mass should be easily differentiated from other Christian services, while supporting a clear Catholic identity (brand). In the latter case, Benedict recently affirmed that Protestant churches are schismatic and deficient, and should only be considered “ecclesial communities,” while affirming the original church (his), as the one, true church (Newsflash: Pope Catholic!).

Both moves have sparked controversy in the media (much of it ill-informed) and the predictable Chicken Little cries from the usual quarters about how this will “split” the church and drive people away from the pews. It comes as no surprise to marketers, however, that the facts prove precisely the opposite:

The Vatican's financial statements for 2006, Benedict's first full year as pope, show a huge leap in donations to the papal charity known as Peter's Pence, ($101 million U.S. in 2006 versus $64.4 million the year before) in 2006, and the numbers of faithful flocking to St. Peter's Square in Rome are soaring. While marketing is likely the last thing on the Pope's mind, experts in that worldly field say Benedict's actions serve very powerfully to brand the Catholic Church in the eyes of the world, bringing a muscular "take-it-or-leave-it" approach to church positioning.

What should ordinary Catholics take from all this? A few things: first, being Catholic means something; you cannot, for example, be a Catholic and support abortion. The church may very well be one house with many rooms, but none of them are labelled “pro-choice”, “gay marriage” or “women priests.” Second, the Catholic Church is not going to be a cafeteria – you don’t get to pick the parts you like, and leave the ones you don’t; everyone at the table partakes of the same meal. There are to be core values around which all Catholics are called to rally, regardless of their political or economic preferences. Third, the church has very real authority that binds the whole community together through a chain of command instituted by Christ Himself, and obedience is to be rediscovered as an underappreciated virtue.

The Catholic Church. Universal. Apostolic. And kicking butt.

Smug Liberal Homilies

The one thing about aging, white liberals is that they like to rage against old, irrelevant wrongdoings and ignore contemporary ones.

I attended a Mass a while back that contained a very disappointing homily. For those who don’t know, a homily is the “sermon” delivered by the priest during a church service. It is usually a short speech, tied in with that day’s Bible readings, that makes some important point or imparts a moral lesson. My local parish priests are among those, however, who don’t like to talk about sin a whole lot; I gather they consider it to be real downer or something. In any event, it’s a big deal therefore when they actually do talk about sin in a homily. So which sin did they pick?

Slavery.

Yup – not the metaphorically-speaking-as-an-analogy slavery – but the full-blown slave ships from Africa slavery. That one.

We actually sat through a 15 minute diatribe, railing against a sin no one in the entire parish actually commits. It was a smug, little, condescending white-guilt platitude designed to make all the old, white liberals feel morally superior.

What ever happened to that whole beam in the eye thing?

Here we had a packed Mass attended by ordinary working people who are challenged by sin every day of their lives. Present no doubt were adulterers, drug users and alcoholics, men who beat their wives, women who nag and spurn their husbands, children who swear and disrespect everyone – and we get a homily on how evil the slave trade was.

What a bloody disgrace.

Here’s a newsflash – a priest’s job isn’t just to comfort the afflicted, sometimes it’s to afflict the comfortable. Christ founded His church to bring salvation to sinners, not to make sinners happy about the status quo.

Christ told people the truth, and they chased Him out of town. We need more priests who are prepared to run fast after a good homily….