It's been several years since the start of the rebranding of Jehovahs Witnesses. I believe it started with the website change. Ever since then the religion has moved in a more modern direction. In my opinion it is an attempt to paint the Titanic as it sinks.
Though you have some who brag about jw.org and various video presentations at meetings and assembly's , I do not see the enthusiasm that was present in the late 80s early 90's. Maybe it's just my part of the world ( north east USA). But even friends I talk to from other areas have observed the same thing. Most go to meetings out of obligation and guilt, not because they want to be there. The congregations are full of problems, mostly caused by those who are supposed to be taking the lead. The pioneers are no source of encouragement but rather deter others from following their course because they serve with no joy. Come to think of it no one has joy when you look around at those inside the kingdom hall. One brother when visiting my hall said it was like a funeral.
What do you guys think and see? Has the rebranding been a success or bust?