text: The bishops'e re-branding themselves will be even less effective than when Esso re-branded itself as Exxon.They stopped caring about the laity a long time ago. They regard the laity as poltroons who live on their estates.If they are to be effective, they have to regain trust. Unfortunately, once trust is lost; it is exceedingly difficult to restore it. Indeed, it may even be impossible for them to do so.