I don't think it was a rebranding at all. Most of the changes were because of need from out side pressures. The midweek meeting changed because they had to drop the school. The carts were done to keep people busy and to probably help shield jws from people that would question them and give them trouble. Of course the website again designed to keep those in in.
All thier changes were forced on them by outside issues just like liquidating thier assets in New York caused mostly the need to hide thier money from the attorneys.