Branding the Holy Father

04/25/2006 | Wall Street Journal (free content), The

While a senior Vatican official told the Wall Street Journal that Pope Benedict XVI's choice in glasses, pens, footwear and other accessories was "completely arbitrary," marketers are keen to ply the pontiff with freebies, and take special delight when he elects to display one or another in public. For example, the pope famously wore a pair of red loafers at his installment that reportedly may have been Prada, and has been photographed using his Apple iPod nano.

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Wall Street Journal (free content), The

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