LDS or Mormon? It depends

For example, on the home page of the church's own mormon.org web site — used to introduce those unfamiliar with the LDS Church to its principles, practices and people — "Mormon church" can be found three times and the word "Mormon" at least a dozen times total, while the full, formal name is used only twice.

Rather than eliminate any "Mormon" use altogether, it could become even better aligned with The Church of Jesus Christ of Latter-day Saints — seen by some as having brand-like qualities.

"I hate to use the word 'brand' because it sounds so corporate," Otterson said, "but if we have a brand, it ought to be that our people are following Jesus Christ, that we are representing Jesus Christ and his gospel and his teachings in the way we live.

"If that is established as what we want to be known for, then having people associate the word "Mormon" with "Latter-day Saints" and with Jesus Christ makes sense rather than avoid it. You'll never avoid it. So at least let's have people associate the two together."

Email: taylor@desnews.com