The Church of Jesus Christ of Latter-Day Saints and its members have long been known by the colloquial term, "mormon." That name began as a derisive term but it has been generally, if not officially, embraced. But at the church's general conference last weekend, the traditional policy of using the full name of the church was re-stated. But why? Is the church trying to say something more than that it likes its full name? What is the deeper signficance of this official policy?