Concerned that the word could be used by controversial splinter groups that celebrate polygamy, church officials pursued an unsuccessful attempt to trademark the name.
Sociologist Ryan Cragun, a former Mormon who now heads the Mormon Social Science Association, said the church now wants full ownership of the term. “They have gone after the word ‘Mormon,’ ” he said. “They want it back.”
When did the Mormons EVER own the word "Mormon"? That I am aware of its always had a stigma attached, and to my experience it's gotten worse in the last five years NOT better. Research shows clearly that only Muslims are lower in esteem in the US.
All the PR in the world is not going to get the Mos where they want to be. The "positive" effect of their PR campaign is that it reinforces the loyalty of the already faithful. Keeping the tithing flowing is an immediate and VERY tangible effect and goes straight to their bottom line.
Suck on that, churchco! A million dollars spent in New York alone... They're more interested in advertising than helping their members and humanitarian aid.
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That is the point of the More Good Foundation crap. For several years they have put a LOT of pressure on independant LDSInc related sites to fall into line to push their search engine ratings.