January 2001
Beginner
213 pages
4h 8m
English
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22Positioning the Catholic Church
This book could have been written about religion just as well as about advertising.
A farfetched idea?
Not really. The essence of any religion is communication. From divinity to clergy to congregation.
The problems arise not with a perfect divinity or an imperfect congregation but with the clergy.
How the clergy applies communication theory to the practice of religion will have a major influence on the way religion affects the congregation.
An identity crisis
Some years ago, positioning thinking was applied to the Catholic Church. In other words, communication problems of this enormous institution were treated as if they belonged to a major corporation.
This request did not come from the Pope or a committee of ...
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