The Church of Jesus Christ of Latter-day Saints is going to great lengths to distance itself from the monikers of “LDS” or “Mormon(ism).” In a stunning display of marketing indifference (odd for them), they modified their .org site from “LDS” to “ChurchofJesusChrist.”
These bizarre maneuvers are aimed at appeasing Russell Nelson’s ego in the name of revelatory precedent.
How serious are they about these moves? How long will the former link to the latter? I propose that if they are bent on these changes they should completely surrender the .org domain of “LDS” as being for sale. No, you say? The redirection of LDS to ChurchofJesusChrist seems unaffected by Satan’s grip, since it still (as of 2023) redirects smoothly.
At best, the hierarchy will have a difficult time training the faithful, particularly given the fact that Joseph Smith, and as recently as Gordon B. Hinckley, have embraced the nickname. How quickly they forget the vain ambitions they had in promoting “I’m a Mormon.”
The leaders will fail miserably in their attempt to convince the world they are no longer called “Mormons,” without offering an alternate name to us. Expecting the planet to call them “The Church of Jesus Christ of Latter-day Saints” (only) will not fly, since the Christian world at large doesn’t acknowledge their religion as part of the team. They are rightly thought of by many as a cult.
At only a fraction of 1% of the world’s population, Mormons will continue to be Mormons in the eyes of the world. All of their hand-waving to affect something different will be met with dismissal.
How far will they push it? I doubt they want their appearance of a “cheery disposition” tarnished by members becoming offended when being called by the very word their most hallowed scriptures are named after.
When all is said and done, this will be viewed as one of the most childish exercises in futility they have embraced in recent history.