Jihadist. Osama the Terrorist. Osama the Marketer. Taking a page from the crisis handbook of corporations under extreme stress, Osama bin Laden considered renaming al-Qaida, according to writings retrieved during a raid on the compound in which he was killed last month. It had become just too…well, you know. Bad. And not anti-American enough.
What happened to the AQ is the entire world dropped the second half of the full name of the terrorist org: al-Qaida al-Jihad. Acc0rding to the undated letter recovered from the compound, lopping off the second part allowed the West to “claim deceptively that they are not at war with Islam.” One option was simply the Jihad Group. As if it were a hedge fund, or a publicly traded company.
According to the AP story this morning, “the letter was described by senior administration, national security and other U.S. officials only on condition of anonymity because the materials are sensitive. The documents portray bin Laden as a terrorist chief executive, struggling to sell holy war for a company in crisis.”
In another letter, bin Laden wrote to his #2 Ayman al-Zawahri stating he felt the group’s image had suffered because too many Muslims were also killed during terrorist attacks. President Obama referenced the cache of information during his speech on Wednesday night announcing the drawdown of troops in Afghanistan, “The information that we recovered from bin Laden’s compound shows al-Qaida under enormous strain.”
- Here's a Hotel Group's Take on Brand Journalism
- Ron Burgundy's Own Brand of 'Scotchy Scotch Scotch' to Hit Shelves
- Networking: Snap Into It with Beef Jerky Business Cards
- Here's a Simple Solution to Abercrombie's Reputation Problems