I didn't see that as "marketing the Church" so much as endeavoring to improve the public image of its members. To me, marketing implies selling of doctrines, overt recruiting, etc.
The 'Mormon' public relations (PR) strategy was about selling the brand through positively managing the communication channels between a company and its stakeholders. The 'I Am a Mormon' PR campaign was trying to drive a positive reputation by reassuring its membership that it was normal, hip, or accomplished.
This was a spectacular and costly failure because it drove home the Otherness of Mormonism to Mormons themselves.
Had they been inspired enough to follow our counsel on this very board ten or so years ago they would've made this 'mainstreaming' pivot toward Protestantism and possibly saved themselves the huge losses they're now suffering.
- Doc