After investing an estimated six million dollars and close to a decade's worth of time into its international “I'm a Mormon” campaign aimed at promoting the diversity of its membership, The Church of Jesus Christ of Latter-day Saints announced in 2018 that its members should no longer be called “Mormons.” President Russel M. Nelson grounded the style guide changes in revelation: “The Lord has impressed upon my mind the importance of the name He has revealed for His Church” (Nelson 2018). Nelson also emphasized that he was not calling for “a name change,” or a “cosmetic” “rebranding” based on “whim,” but rather a “non-negotiable” “correction” commanded by God himself (Nelson 2018). The new name—The Church of Jesus Christ of Latter-day Saints—wasn't new at all. And while many note that it's much more cumbersome and confusing than the term “Mormons” (Stack 2019), this revealed name reinforces important aspects...

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