On July 26, 1931, at a convention in Columbus, Ohio, Rutherford introduced the new name—Jehovah's witnesses—based on Isaiah 43:10: "Ye are my witnesses, saith Jehovah, and my servant whom I have chosen"—which was adopted by resolution. The name was chosen to distinguish his group of Bible Students from other independent groups that had severed ties with the Society, as well as symbolize the instigation of new outlooks and the promotion of fresh evangelizing methods. In 1932, Rutherford eliminated the system of locally elected elders and in 1938, introduced what he called a "theocratic" (literally, God-ruled) organizational system, under which appointments in congregations worldwide were made from the Brooklyn headquarters.

When did Rutherford introduce the new name for the Society?