To me the survival of the org isn't money but membership... although the two are connected
When I was young, "we" were smarter than every one else. We had 128 pages per month of God directed knowledge. We "knew" the end was chronologically connected to 1914 by one generation.
You preached and studied and went to meetings or you were gonna die at Armageddon in only a few years
Today, it's "the best life ever". You don't preach etc to avoid impending death but to have friends and be charitable
Kids aren't memorizing scriptures for the day their bibles are all burned and they're thrown in concentration camp, they're watching videos about sharing and obeying their parents.
Family study when I was a kid was just another meeting full of protocol and structure, no father would DARE have their kids color pictures of bible characters and call that a study!
The watchtower rebranding is a complete response (to me anyway) to two major events 1 the forced doubling of the 1914 generation and 2 the internet expose of the org's past and present
As stated this was a tactical response but also an acknowledgement that the Franzian Era was dead and without a major change the org would bleed members not by DA'ing but by children not getting baptized and leaving it behind
This rebranding annoys the old die hard cause its not about them, this is all about desperately keeping children engaged to keep them in long enough to get hooked and trapped in for life