In the age of communications, the Catholic Church informs the world that the conclave of cardinals has elected a new Pope through a white fumata. And the announcement of the chosen one is made from a balcony and in Latin: “Annuntio vobis gaudium magnum: Habemus Papam! Eminent and Reverend Dominum...”.
Leopoldo Abadía (Zaragoza, 1933), industrial engineer and economist, author of a blog with more than six million visits, says that despite being an apparently anachronistic ceremony, "the world is left in suspense before deliberation." Toni Segarra (Barcelona, 1962), a multi-award-winning publicist, included by Forbes among the 25 most influential Spaniards, replies that "the greatest spectacle in the world consists of not showing" and that the merit of the Church, like that of the big brands, it consists in “preserving the mystery”. There are no leaks here.
It is just a fragment of the dialogue that Abadía and Segarra maintain in La marca de Dios, a book that is quick and enjoyable to read, where both explain to us from distant positions (they belong to different generations, spheres and ideologies), their vision of the Church as inspiring of the best marketing
What initially seems like a boutade, comparing parishes with franchises, qualifying Saint Peter as the first CEO, relating the saints to the movie star system or defining the cross as the best logo in history, ends up becoming an analysis of the why the catholic religion has been influencing the world for more than two thousand years.
The scene of Pope Francis in Saint Peter's Square, walking alone, at night, in the rain, in the midst of a pandemic, praying for humanity. Not even the best advertiser would have designed it. Abadía says that Francisco is a communication genius based on fait accompli, such as washing the feet of prisoners on Holy Thursday, kissing one of the posts at the entrance to Auschwitz or letting a blind person read his face with his hands. And he recalls that the word propaganda comes from the Church, when in 1622 Pope Gregory XV instituted De Propaganda Fide, the Sacred Congregation for the propagation of the faith.
The authors make a double-sided portrait. On the one hand, the Church as a marketing model and on the other, the advertising world that uses religion as a source of inspiration. If the first surprises, so does the second. Steve Jobs' presentations at Apple conventions are reminiscent of a messiah who presents products as true miracles. It all started with a tempting apple and a bite. “Whether that is what Steve Jobs wanted or not is precisely what interests us, because the world of his company has it all: rites, altars, priests, parishes, communities and promises”, Abadía tells us.
And Segarra adds that “to trust a brand, in addition, you must have a feeling of belonging. See that there are many like you who trust and trust that brand”.
McDonald's or Zara arrive with the same product in different parts of the world. The Church sells eternity. But the big brands also have missions: create a better day to day (Ikea), sell happiness (Coca-Cola) or bring out the athlete in you (Nike).
Can it be compared? Yes and no. Abadía, a practicing Catholic, adds: "The Church as a brand is fine, but either you think there is something supernatural, or you have nothing to understand." Segarra, who considers himself far from doctrine and practice, but not from the Christian legacy, is sincere: "I, who am more in doubt, the lesson I draw..."
Leopoldo Abadía / Toni Segarra The mark of God. Espasa. 192 pages, 18.90 euros
