IMO, one of the most brilliant things that Rutherford did was to capitalize on the somewhat obscure, but in many ways legitimate, word Jehovah as being the personal name of God.
As Jehovah's witnesses (small w) morphed into Jehovah's Witnesses (capital W), other religions that had previously used Jehovah in church names and church worship began to diminish its use.
This in turn only continued to distinguish Rutherford's religion.
In addition, the Watch Tower Corp's continued and relentless intertwining of "Jehovah" and "Jehovah's organization" is nothing short of sheer brilliancy.
Search WT Library or wol.jw.org for "Jehovah" and "organization" together with words such as "please" "obey" "serve." The interplay is endless.
In the recent post from a former missionary / CO, he states:
"As far as the organization and Jehovah, I was like everyone else. I saw no difference between the organization and Jehovah and I used the terms interchangeably for years in my talks and in conversation. I really honestly could not see the difference and until it was pointed out to me I never even noticed it I did it."
The Finished Mystery, 1917, p. 144 - 8:3. And another angel. -- Not the "voice of the Lord," mentioned in the preceding chapter, but the corporate body -- the Watch Tower Bible and Tract Society, which Pastor Russell formed to finish his work. This verse shows that, though Pastor Russell has passed beyond the veil, he is still managing every feature of the Harvest work. The Watch Tower Bible and Tract Society is the greatest corporation in the world, because from the time of its organization until now the Lord has used it as His channel through which to make known the Glad Tidings."
Rutherford was freaking brilliant.