Tantillo, not religion!  Oh, yes!  Today, The Marketing Doctor again treads into dangerous terrain all in the name of brand basics.

Pope Benedict XVI is on his way to America and everyone’s talking about how he’s not John Paul II, or JPII, his charismatic predecessor who filled Yankee Stadium with Catholics doing the wave! 
These comparisons are natural, but still Benedict’s been pope for two years and comparisons like this are a sure sign that the current Pope needs a Brandover!

Fact is, while there’s been controversy and missteps, so far his brand isn’t really clear to anyone.  Here’s an article about how the Vatican knows this is a problem and wants to do something about it with this historic trip!

Problem is unless they go in with a specific brand strategy, it’s just not going to work.  And that means being very aware of the brand basics.  So, Tantillo, what does he need to do? 

1. He’s got to work hard to show how he’s different – The current Pope is a very different guy from his predecessor!  JP II was an actor.  He was the Ronald Reagan of Popes!  Benedict is an intellectual.  More Woodrow Wilson!  So what does this mean in brand terms?  It means that he has to underscore how he’s an intellectual, a teacher and more comfortable instructing than playing to the crowd!  He has to be himself and let people know what that is.  It’s not typically done, but I’d urge him to be interviewed and not just by the popular press but by brainy Charlie Rose types so that he can really underscore the thinking/writing part of his brand and get the “intelligentsia” behind him too.  He should also speak directly to the question of how he’s different.  Everyone’s wondering about this anyway!  Talk about the transition!  Talk about the surprise of becoming Pope and how he has responded to the new call and intends to keep responding in his brand’s distinctive way!
2. He’s got to engage the questions that matter to American Catholics but do it his way – There are many controversial issues, but basically he has to speak clearly and directly to these issues and in his way –showing a nuanced, intelligent, thoughtful approach to complicated problems.  There’s some talk that he’s going to be doing this with the sex abuse crisis.  Terrific!  Stay tuned!
3. The Papacy has strong brand imagery.  Use it (but with a personal brand difference)!  And whatever you do, don’t try to be JPII – Religions typically have well established brand imagery that are instantly recognizable.  The Papacy with its many rituals and clothing has some of the most potent in the world.  The key for the current Pope is to use this imagery to show continuity with former Popes, but also deviate from it in certain ways to show difference.  The Pope in sunglasses in the picture above does this (it makes us think of him differently)…just like his predecessor became endearing and accessible by joking around in full papal regalia.  He should also find things in the schedule of events and meetings that he can do differently than JPII.  If he’s not a crowd-pleasing type of guy, then he shouldn’t try to act like one.   
4. The media is hungry to learn more about the “real” Pope Benedict (give them more)! – One of the most effective ways for the current Pope to distinguish his brand would be to get as many personal anecdotes about himself out there.  These would probably soften his image, underscore that he is more professor than anything else and also work well in conjunction with interviews that would drive his bvrand home!