The Pope came to town and made an incredible impact. Not just because of his religious standing, but because of who he is and how he has defined and promoted his brand.
This is how he did it.
He knows his audience. He respects others. He goes to the people, he doesn't wait for them to come to him. He gets his message out. He is humble. He is authentic. He stays on message. He breaks the rules. He speaks the language. He knows what his audience values. He humanizes his presence. At one time, he liked the Black Sabbath. (Perhaps he still does)