The formal name of the Church has always been The Church of Jesus Christ of Latter-day Saints. Its name is part of Latter-day Saint doctrine, and it is no secret that the reason we are turning away from the derogatory epithet "Mormon" is because it downplays our central belief in Jesus Christ. The attempt by the Church in the early-to-mid 2000s to reclaim the term was meant to educate the public on its actual beliefs, but that effort clearly failed. The Church is less interested in its public image now than it was back then.