The "I'm a Mormon" ad campaign that hit New York City by surprise last week is "very savvy branding" that's an unusual take on an old advertising strategy, a public relations expert said.
"As a religion, branding a religion, I can't recall [another one] offhand," said Rosanna Fisk, CEO of the Public Relations Society of America in New York. "What I see in this, however, has similarities of other kinds. It's quite a testimonial.
"[The campaign] shows how different people come from different backgrounds and are all joined by the same, common belief."