With the JW rebranding program in full swing, who do you think is behind all this? I'm not certain the governing body came up with these ideas. At least not the old Guard which died off around 2009.
Given the fairly recent articles in the Kingdom Ministry and Watchtower about the dangers of the Internet and having the latest gadget, this rebranding effort can't have been in the works for much more than three years.
The makeover is slick...very slick...and very clever. Beyond the mindset of GB 2.0. And given the lack of college education, whoever designed this new marketing tool knew exactly what they were doing and were well versed in human psychology.
JW TV, JW animations and the logo are not the ideas of amateurs.
If we could find out those really responsible for this religion's makeover, it would go a long way to solving the puzzle as to why the makeover was really necessary. We think we know why and say it was on poor retention of children and teens, but is there more to this?