10 Surprising Brand Winners of 2011

Mormonism Took a Joke
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3. The Mormons Took a Joke

When South Park creators Parker and Stone launched an obscene musical entitled The Book of Mormon, officials at the Church of the Latter Day Saints could have gotten their magical underwear in a twist. Instead, they made a simple statement that the musical was "entertaining" and directed people to read the book itself. Such mature restraint is unusual for a religious brand. (Imagine if the musical had been named The Koran!)

Lesson: People like brands that don't take themselves too seriously.