You see, God's name *is* important, but not all-important. What is important is his reputation - and yes, the name can also imply reputation - but also his sovereignity, his dignity, his rule and his fatherhood. And all of these - including reputation - are better expressed by the term "God".
After studying how the modern form of "Jehovah" came to be; How we, JW's have adopted it, and WHY, this change became mandatory. You will read it differently on the "Publishers" book, no doubt. But, as Winston Churchill said: "HISTORY IS WRITTEN BY THE WINNERS". Rutherford won his battle for control over the Bible Students and he shaped the Jehovah's Witnesses to his iron will, under his iron fist. The name "Jehovah" was but a marketing tool for him in the broader strategy to DIFFERENTIATE his religious group from others and give him exposure in the public eye, and propel the printing of more and more publications distributed by enthusiastic, unpaid volunteering publishers and pioneers. The Watchtower Society grew to become the publishing giant he envisioned.
It was then easy to reason: Since we're JEHOVAH's WITNESSES, and Jehovah said he would have a people for his name, that means that we are the "chosen ones". "We are the SOLE CHANNEL of God's communication with mankind. Whatever we do or say is sanctioned by God. We have a most relevant role in prophecy. Whatever twist and turn, whatever failure, or whacky doctrine, we have God on our side, because "we carry his name" and we are accountable before no one else but Jehovah. If we're right, Jehovah is blessing us. If we're wrong, Jehovah is refining us. If we grow, it's Jehovah blessing his people. If we decrease, it's Jehovah Day right around the corner". In Rutherford / Franz theology, Jehovah's chosen people can never lose. And the leadership cannot be questioned because they speak in Jehovah's name. And right there is the SUPERSTITION, the MYTH surrounding the use of God's name.
As much respect the holy name of God deserves, it doesn't deserve to be treated like a commercial brand or trademark.
Eden