The church prelate Ralf Albrecht in Heilbronn is a man of God that managers can only wish for: never at a loss for a biblical parable and yet open to new ideas. The man with horn-rimmed glasses and a brush haircut describes himself as a “technology fan”; his office resembles an influencer’s living room: there are five screens on his desk. Albrecht has moved the LED lights that he uses for the video recordings on his YouTube channel to the wall, right next to his confirmation certificate. As if he wanted to externally document the development he embodies: that two worlds connect that seemed far apart for a long time. Or to put it another way: that the church is amazingly good at turning its brand core into a model for digitally influencing.
