The "Watchtower" brand was truly ugly and had to go. The name "Jehovah" is likewise unattractive so perhaps it too will have to be pushed overboard as the organisation struggles for survival in the future. Some New York PR guru will likely recommend something more palatable like 'God's True Congregation' when the "Jehovah" brand has been stained to a degree beyond which PR scrubbing will no longer get it clean.
The main thing for a doomsday cult to remain even partially credible is to keep renewing your image and cutting off your roots so that you are no longer associated with the perpetual failure of your earlier prophecies.
Observing this manoeuvre is also one way of spotting a doomsday cult.