Rutherford's antithesis between "God's organization" and "Satan's organization" is a case in point.
I think its clear from reading old WT magazines that prior to Rutherford's leadership, the emphasis was mostly on the teaching(i.e., "The Divine Plan of the Ages"). After Rutherford's takeover, the emphasis shifted to the teacher (i.e., "God's Organization", Theocracy, etc.).
It worked.