Mormons: “Don’t call us Mormons. That’s insulting and rude. We are Latter Day Saints.” Joseph Smith (1st President): “Hence, with the addition of more, or the contraction, mor, we have the word Mormon; which means, literally, more good.” (Times and Seasons, 1843; Teachings of the Prophet Joseph Smith, pp. 299–300) Brigham Young (2nd President): “Mormonism has made me all I am; and the grace, the power, and the wisdom of God will make me all that I ever will be, either in time or in eternity.” (Journal of Discourses, vol. 8, p. 162) David O. McKay (9th President): “A large number of these converts gathered in Antioch and it was there as you already know that the Saints were first called Christians. It was first applied to them in derision just as the word ‘Mormon’ was first applied to the Church in this day, but later was accepted as an honorable title.” (Ancient Apostles, p. 148) Gordon B. Hinckley (15th President; “Ever since, when I have seen the word Mormon used in the media to describe us—in a newspaper or a magazine or book or whatever—there flashes into my mind his statement, which has become my motto: Mormon means ‘more good.’” “While I sometimes regret that people do not call this Church by its proper name, I am happy that the nickname they use is one of great honor made so by a remarkable man and a book which gives an unmatched testimony concerning the Redeemer of the world.” “We may not be able to change the nickname, but we can make it shine with added luster.” All three quotes from “Mormon Should Mean ‘More Good,’” Ensign, November 1990 (from the Sunday morning session of the October 1990 general conference). The Mormon church literally spent $6,000,000 on a PR campaign in 2011 called “I’m a Mormon”