| Sumario: | This work represents an attempt to reimagine the American Catholic brand fractured by the clergy sexual abuse scandals and their official cover-up to save the Church from public embarrassment and humiliation, using Isocrates' theory of self-defense and self-representation as found in his Antidosis. Built over centuries of service in America, the Catholic Church and its brand enjoyed a high moral authority in American society. However, such a moral authority crumbled following the 2002 Boston Globe revelations that for decades the Church's hierarchy in the Archdiocese of Boston had sexually preyed on innocent children and vulnerable members. The result has been a crisis of faith and trust, lasting for over two decades in spite of the Church's efforts to create a safe environment for its children and vulnerable members, and to hold predator priests accountable. This project holds the view that, for the Church in America to rebuild its brand, it must embrace its core identity as a model institutional citizen that promotes the dignity of the human person, differentiate and dissociate itself from predator priests and their episcopal supporters, establish goodwill toward stakeholders, and make choices that give it moral advantage.
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