The current “Mormon Moment” didn’t merely happen. The Church has used the tools of modern corporatism to brand itself since the mid-1970s. The presentation will trace the development of branding the Church, beginning with the first corporate identity program in 1975, to the sophisticated use of social media in 2012. The far-reaching program of managing the perception of the Church with branding has had a significant effect on how the Church is viewed today and set the path for acceptance in political and cultural arenas.

Randall Smith, Becky Johns