Monday, August 23, 2010
Were the Mormons facing that much negative PR from Big Love and society at large that they needed to rebrand? Apparently. They have a new campaign out aiming to change what people think of them. Included in this is a series of short bios out featuring people from different walks of life talking about their accomplishments, then capped off with “...and I’m a Mormon.” Typical PR approach in this case is to counter the misconceptions surrounding something by giving you a reason to identify with it. Ergo, i.e., e.g., Mormons are people too because we (insert stuff you and I do every day). Handled wrong, the approach can also focus the spotlight on the very thing you’re shying away from: “OMG, you walk? I didn’t know Mormons did that!” Like any rebranding effort though, it’s only as good as the core product. NOT to equate the two, but could a Scientology rebrand successfully and change negative perceptions people have of it? Doubt it. Likewise, I think people are smarter than to buy into all the stereotypes we assign to religious faiths in this country. People seem to have an issue with religion in general rather than any particular denomination. If people don’t buy into the Mormon faith, it won’t be because of an ad campaign.
Posted 1:32 PM