An illustration from the business world might give us some insight. Suppose several engineers at General Electric invented an electric motor and decided that their product was superior to other similar products produced by the company. This group of engineers decides then to break away from General Electric and form a new company called Fundamental General Electric or FGE for short. How would General Electric react to this? Would it feel that its brand equity was being diminished or stolen? Of course they would. And they would be right.

Similarly, this group which claims to be a break-off of the LDS Church is, as noted, utterly different in its beliefs and practices. In an April 19 story in our paper, Brian Hales, a Layton physician and historian, notes, for example, that "brain-washing is a legitimate description of what occurs within the FLDS Church 'because they don't allow any outside information inside and vice versa.' On the other hand, the Salt Lake-based Church of Jesus Christ of Latter-day Saints — which many continue to mistakenly associate with the polygamous sect — sends missionaries around the globe preaching a gospel message centered in Jesus Christ, Hales said. The opposite is true of the FLDS Church, which is insular, secretive and has no desire to share a message of salvation with others ... That's their world, and it's the direct opposite of what Joseph Smith and Brigham Young promoted."

The group that became known as the FLDS Church didn't begin until 1929. More significantly this group did not even adopt the name FLDS until nearly a century after the LDS Church abandoned polygamy.

Whatever their motivation, the consequence of this group's adoption of the name FLDS has damaged the LDS Church's identity, brand name and reputation.

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Joe Cannon is editor of the Deseret News.