Jack Cahill, an advertising executive from Kansas City, Missouri, has suggested new marketing techniques which can help to tap the appeal to popular blessings. Beginning with the Roman Catholic Church (24 percent of the U.S. market), he suggests a strategy of market segmentation, a clear positioning of the church identifying specific subgroups within the brand name. For the contemporary branch of the Roman Catholic Church, "the one that features hip priests, guitar playing, hand shaking, hugging, and other manifestations of universal niceness," he offers "R.C. Light"; for the conservative tradition, "R.C. Classic"; for the group most interested in liberation theology, "R.C. Free." As for the Protestants, he says, "Many of the Protestant churches (PC's) have maintained a standback style sin…