What Kind of "Brand Reputation" Ought the Mystical Body of Christ to Have?

"Pope Francis has succeeded in rebranding the public profile of the Church, according to a Vatican PR aide" 

Isn't that a lovely way for a priest to have put it, for him to describe his own efforts on behalf of the Church...

"His positive tone isn’t always reflected...."

Reflected, huh? Vampires have some trouble of the same sort, although I always thought that might be because they don't exist.
Thee are statements that need to be taken with a grain of salt. Or salt and light.