"Rebranding" is something the Republican Party had to do after George W. Bush trashed the Republican "brand" so badly after he drove the country over a cliff and into a ditch that it was no longer considered "cool" to be a Republican. So for the next election cycle, right after Obama was elected, in swoops the Koch brothers to start their astro-turfed "Tea Party." Voila! Republicans have been "rebranded." See, all it takes is a brand new label. 

Sadly, rebranding does little to change to nature of a thing, only the way it's perceived. If the USCCB really wants to change the way people think about them they'll have to change their collective behavior. But I'm grateful to Fr. Reese for this revealing tidbit: "Only Pope Francis could get away with saying that the church should not obsess over abortion, birth control and gay marriage. If a simple bishop had said this, he would have been shunned by his fellow bishops." That's good to know if ever they should attempt to rebrand themselves.