"Don't like what people are saying? Change the conversation."
With his non-conventional messages of hope and inclusion, it seems Pope Francis may be adopting this "re-branding" strategy. But is it effective? Will it encourage more people to turn to the Catholic Church, or is it pushing away traditionalists?
We spoke with CNN Religion Contributor Father Edward Beck and Joey Reiman, author of "The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company and a Lasting Legacy."