Already Everyman and Everywoman around the world are embracing less dogmatic, more fun forms of religion and spirituality. In his book "The End of Power," Moises Naim does the math. Even in traditionally Catholic nations and ethnic groups, Catholicism's hold is waning. Soon enough, branding experts will be doing detailed studies on how this brand fell apart.
Catholicism persists in selling dogma. This is an era when souls hunger for experiences. Human beings want to feel different as a result of participating in a religious or spiritual whatever.
This consumer demand is analogous to the coffee drinkers' expectation to be part of the process which results in a cup in the hand. That hand, like Catholic priests carrying the chalice, transports the cup around the world. That bears witness to the myriad whatevers generated by the Starbucks experience.
Charisma does not necessarily create sharable experiences. Pope Francis will have to project much more than that if he intends to rescue the Catholicism brand from global irrelevance.