Good topic Steve2 and your posts are excellent. As far as I'm concerned, keeping this subject out in front is of the utmost importance. We can't let this sneaky religious corporation get away with trying to cover their bloodguilt by changing their identity.
Recently I wrote an article about the "rebranding" that Watchtower leaders are determined to do. The title is:
What's in a Name
In one part of the article I wrote this as food for thought:
"Although the Watchtower organization proclaims its existence with a huge sign installed on the roof of their office building located at the foot of the Brooklyn Bridge on the Brooklyn side that literally can be seen across the East River from Wall Street, the words, “Jehovah’s Witnesses,” which would identify the place as their world headquarters, can not be found.
Why is “WATCHTOWER” the only name found on top of the building anyway? Isn’t that odd in light of the fact that Jehovah’s Witnesses claim near and far that only they are “proclaiming Jehovah’s name.” Wouldn’t the sign on the roof of Jehovah’s Witnesses headquarters, known as The Watchtower, be the perfect place to advertise the name “Jehovah”?"
Near the end of the article, I discussed Watchtower's venture into the world of e-relgions which they named JW.Org:
As far as I’m concerned, today’s Watchtower leaders are going through a CIC, or "Cult Identity Crisis." My use of the word “cult” in this instance is according to the following definition:
“…an ideological organization held together by charismatic relationships and demanding total commitment.” (Zablocki, 1997). This definition is compatible with some definitions of new religious movements, but cult can also refer to nonreligious organizations. As defined here, cults are at risk of abusing members, but do not necessarily do so.”5
"With the Internet more and more accessible everywhere and the strange history of the Watchtower and of Jehovah’s Witnesses doctrinal flip-flops are readily available, many members are bailing. Recruitment of new members is down. Consequently, the Watchtower is having a CIC panic attack which is not going away but getting more intense with the result that this cult is changing its identity by rebranding itself as an “e-religion” named “JW.Org”.
"This conversion of Jehovah’s Witnesses carefully cultivated door-to-door image to an important educational e-religion in the minds of the members reminds me of the old story of the emperor wearing new clothes. The emperor was convinced by his weavers that he had on new, extraordinary clothes which they made for him, but in reality he was naked. One aspect of the moral of this story is, “don’t believe everything you’re told by those who seek gain.
"Watchtower is still Watchtower, whatever name is used to push their interests forward. Watchtower members are being misled by the so-called “New Light” that Watchtower leaders claim is “progressively” shining only on their Governing Body. To continue to delude the Witnesses, Watchtower leaders are giving their old failed apocalyptic doctrines a modern look and feel. But nothing has changed – it’s still the same old-time apocalyptic religion using a new way to dispense old fables."