But all the authentic traditional Scottish clan tartans were basically created that way, weren't they? Someone picked a sett because they liked the way it looked, and then someone else (in most cases) randomly assigned it to the clans. Now they have huge significance, not because of the meanings of the colours, but because of their adoption by a group and the subsequent association with that group.
I would agree that creating a new tartan and hoping to make it achieve that level of significance is more difficult today without that history behind it, but I don't think the majority of people are picking their tartans based on colour symbolism. There's no doubt that you have authoritative experience in designing and marketing tartans, and I certainly don't mean to challenge that experience, but as a consumer, I can't think of anyone who said to himself, "oh wow - that tartan has red for bravery, so I must have it!" It seems to me that people buy tartans because they either like the colour scheme because it looks good, or they want to associate with the group it represents. In other words, what makes a tartan design popular is either its visual appeal or its adoption by a group. Assigning philosophical significance to the different colours of the tartan seems to be more important to the designer than it is to the consumer. Obvious exceptions would be school colours or other tartans where the colours already have significance, and the tartan is designed around them.
That being the case, I would think the first step in making a new tartan popular is making it look good. When the members of an organisation adopt it or take to wearing it as their own, then the identity component starts to kick in. But if a tartan starts off ugly and never gains approval by the group it's supposed to represent, it will go nowhere.
Just food for thought, and hopefully an interesting conversation on the subject!

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