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Mormons no more: LDS Church wants new branding

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Mormons no more LDS Church wants new branding

The Church of Jesus Christ of Latter-Day Saints, often referred to as the LDS Church or Mormon Church, no longer wants to be called by these names. They want the full name of the church used and any references to “LDS Church” or “Mormon” are to be ignored.

LDS Church wants everyone to stop calling it the LDS Church — and drop the word ‘Mormons’

https://www.sltrib.com/news/2018/08/16/lds-church-wants-everyone/On Thursday, the church released this statement from Nelson:

“The Lord has impressed upon my mind the importance of the name he has revealed for his church, even The Church of Jesus Christ of Latter-day Saints. We have work before us to bring ourselves in harmony with his will. In recent weeks, various church leaders and departments have initiated the necessary steps to do so. Additional information about this important matter will be made available in the coming months.”

This represents another swing of the pendulum for the church. In 2002, a similar de-emphasis on the word “Mormon” was announced. Timed to the arrival of the Winter Olympics in Utah, the church asked news outlets to refer to it by its full name.

Ironically, the statement was released through Mormon Newsroom.

My Take

The church, like nearly all of the big ones around the world, is as much of a business as it is a spiritual denomination. Today, the phrases “LDS Church” and “Mormon” are bad for business. After hitting a high note in 2012 with a major party presidential candidate, the church has taken some public relations beatings.

They want as close of an association with Jesus Christ as possible even if mainstream Christianity views their teachings as abominations. This is a rebrand, nothing more.

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