I’ll be honest: I’m a fan of the word “Mormon.” When I first read the new guidelines for referring to The Church of Jesus Christ of Latter-day Saints and its members, it seemed to go against every best practice for branding and clarity that I’ve learned during my career working in public relations and marketing. It felt like the Church itself had spent years building positive cachet for the term “Mormon” and now seemingly wanted nothing to do with the term. Why this change, and why now?
While my intellectual and professional knowledge has seemed at odds with this directive from President Nelson, my desires to follow the prophet have led me to seek understanding. Cue multiple conversations with friends and coworkers and prayer to understand, in this instance, how man’s ways are not the Lord’s ways (s