Loyalty cards and wine bars for Cathedral faithful
Bess writes: Here’s a new take on church branding: Birmingham Cathedral has, according to The Sunday Telegraph, approved a scheme to open wine bars named after the Cathedral around the city. Each bar will have stained-glass windows, religious pictures on the walls and be painted a shade of “Episcopal purple” Whose bright idea was this? Mark Hope-Urwin, formerly a chief executive with the John Lewis partnership department stores and now the cathedral's first “director of hospitality and welcome”. Which, in plain English, means that he has a remit to rebrand and remarket the church. Other Hope-Urwin brainwaves include “loyalty cards” for regular church-goers which will give them discounts at cathedral shops. He explains: “This isn’t about turning the cathedral into a big money-making machine, but we have to think of how we can change and spread the brand. We are in a competitive environment.” Clearly. God v Mammon perhaps?
