The article was fine in substance, but I cringed at the word "rebranding" in the title.  Several weeks ago the Diocesian Vicar for New Vocations the Priesthood visited to encourage more young men to consider the priesthood.  Our pastor said he was here to "market" the priesthood.  That word also alarmed me.  I am quite concerned at the idea everything in the world should be thought of in corporate terms, it's a very impoverished way to look at pretty much anything except an actual business corporation.