I not sure it was intended to spread beyond that. The name for example is just an in joke, it was coined by Fox News during the ludicrously sensationalized special report on cyber bullying, and was adopted for ironic humor. Fox News got it from the fact that people's username defaults to Anonymous on the various image boards.
You'll also see plenty of people online claiming Anonymous has lost it's way specifically because it is being used a a moniker by people who don't knows its roots, or its motivations.
In all honesty, Why We Protest isn't Anonymous, perhaps the best summary can by found on the Encyclopedia Dramatica article, but I'll refrain from posting the link given this sites extreme NSFW rating and it being a general source of hatred and bigotry. Nonetheless this picture from it sums up Anonymous pretty darn well -