I'm no marketing expert and as a person diagnosed with Aspergers, I think differently from others. In my Aspergers mind, the JW.org campaign is a turn off. I know companies use logos to bring their company to people's minds when they see the logo. It is very effective or they wouldn't use it.
However, in my search for God, I am not looking for a company or a logo. I am not buying a car, opening a bank account or deciding where to buy my groceries for the week. I am looking for Bible truth, not a catchy logo or theme song. This means my life and it is not about whether I buy my food at Coles, Woolworths or Aldi or drive a Mazda or a Toyota. It is about the truth of Jehovah and Jesus and needs much research. A fish or a blue square are not going to cut it for me. I think Ray Franz had the right idea. He did his own thinking and then gathered with people in small groups where they could think, reason and discuss together. There were no religious or christian labels, or logos, just Bible study. He had seen enough of organised religion, more than you or I have ever seen.