Has the rebranding worked?
Bring the marionettes and stick apostate literature in their plastic/wooden hands then walk them over to the JWs.
You mean like this?
The GB make a big announcement ....... " We bullshitted and fear mongered all throughout the 20th century because the organization wanted to sell literature toward the general public and stimulate the proliferation of that literature by are designated sales representatives which we call the Jehovah's Witnesses "
Sorry went off into dream there for a minute
The old Watchtower mag always looked unattractive! Badly drawn, ineffectual as an advert and very unappetising... just like the JW religion.
Since Jehovah keeps forgetting to bring on Armageddon a makeover was needed to survive the slick, instant communication, visually led world of the 21st century.
So now there is a slick and snazzy JW org logo concealing the same old tired, lying Watchtower cult underneath it
I agree with Halfbanana, Jehovah's Witnesses now JW.org, what they have done is repackage the product with new advertising to match the age we live in. But open the packet and the same old product inside, chocolate makers and others get a lot of stick in repackaging as a way of reducing the size of the contents, same chocolate bar, just less of it. New size JW product has less promise delivered, changed size in overlapping crap. Snazzy presentation compared to old style magazines but same old same old. I predict some amazing NEW light product, flows out of Brooklyn/Warwick in next few years as GB feel need to revitalise marketing, and any new GB members harbouring g their own ideas. Been mentioned many times but 144,000 teaching ripe for new light, blood teaching a no for any change as too much risk, could be 1914 ideas but that might need to be slowly dropped over next few decades. Trinity of something similar of significance to keep flock busy and delighted with "new light" but in reality still groping in the fog. Younger GB members must worry about how they will explain absence of big A in time, older members passed away but younger ones still around and accountable.
DesirousOfChange - "It may be 'working' among the steady JWs, but mostly because they must believe (and pretend) that it is 'working'... "
"...that's it... just let the hooks do their work..."
flipper - "...It may kill them someday..."
Let's be honest, folks... the 'rebranding' has been for the benefit of the rank-and-file.
The Org doesn't give a shit what the outside world thinks of it.
The rebranding has been an unquestioned success in terms of changing the way the JWs refer to and about themselves and their religion.
Some of us born-ins from the 1950s and 1960s remember when it was a big No-No to refer to ourselves by the initials "JWs". When non-Witnesses called us "JWs" we wouldn't directly correct them but we'd make a point of using our full name to show them up.
And we'd refer to "the Society" - shorthand for the brothers who were taking the lead at Brooklyn headquarters.
Nowadays, referring to themselves as "JWs" and the Society as "JW.org" are the biggest changes I've noticed.
It is also rare for younger JWs to mention "The Watchtower Society" - which serves the organization purposes perfectly because, over the decades, the Watchtower Society was linked to the worst excesses of Chuck Russell and Joe Rutherford.
Of course, I don't think it has led to the organization becoming more attractive to non-Witnesses.
But to paraphrase a byline of McDonalds, JWs are lovin' it.