Judge Rutherford faced a divided kingdom. He needed a device to weld the "faithful" into solidarity before securing total power.
By re-interpreting the meaning of Romans 13:1,2 he turned the members into law-breakers, civil protestors and Supreme Court test cases to make a high profile name for his new religious BRAND.
The theology/Doctrines of Russell had been about the invisible PRESENCE since 1874 of Jesus Christ as King.
Rutherford got rid of that idea and substituted "Announcing Jehovah's Kingdom" and the Society's books began teaching
the purpose of JW's was VINDICATING (a legal process) by Witnessing in clearing JEHOVAH'S NAME which Satan had challenged in the Universal Court of Law.
By making a fetish out of the name "JEHOVAH" and branding his invention as Jehovah's Witnesses, Rutherford accomplished his mission.
^^^^^ This is a very insightful analysis of the matter.
JW's are told they are so very special...knowing/using "God's personal name." They have sadly and ignorantly prided themselves on this fact. Rutherford and subsequent WT leaders did not count on this "system" TM lasting as long as it has, and that even the common/lay person would have at their fingertips all the knowledge in universe.
For decades the faithful hung on every word as if it came from Jah himself...all this special knowledge...only few would have the time and resource to question anything...including "God's personal name." Now in an instant you have unlimited references and opinions to question everything. Rutherford just picked "Jehovah" to be different from the rest.
It is a new day for those who wish it so.