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Bin Laden Wanted To ‘Rebrand’ Al Qaeda

From an irony proof Associated Press:

Osama wanted new name for al-Qaida to repair image

By Matt Apuzzo, Associated Press
June 24, 2011

WASHINGTON – As Osama bin Laden watched his terrorist organization get picked apart, he lamented in his final writings that al-Qaida was suffering from a marketing problem. His group was killing too many Muslims and that was bad for business. The West was winning the public relations fight. All his old comrades were dead and he barely knew their replacements.

Faced with these challenges, bin Laden, who hated the United States and decried capitalism, considered a most American of business strategies. Like Blackwater, ValuJet and Philip Morris, perhaps what al-Qaida really needed was a fresh start under a new name.

You see, even in the terrorism game, it all comes down to ‘optics.’

The problem with the name al-Qaida, bin Laden wrote in a letter recovered from his compound in Pakistan, was that it lacked a religious element, something to convince Muslims worldwide that they are in a holy war with America.

And the name "Democrat Party" was already taken. By the way, the name ‘Al Qaeda’ actually means ‘the base’ in Arabic. Which is yet another remarkable similarity to the Democrat Party.

Maybe something like Taifat al-Tawhed Wal-Jihad, meaning Monotheism and Jihad Group, would do the trick, he wrote. Or Jama’at I’Adat al-Khilafat al-Rashida, meaning Restoration of the Caliphate Group.

We don’t know about names for a terrorist organization, but these would make kick-ass band names.

As bin Laden saw it, the problem was that the group’s full name, al-Qaida al-Jihad, for The Base of Holy War, had become short-handed as simply al-Qaida. Lopping off the word "jihad," bin Laden wrote, allowed the West to "claim deceptively that they are not at war with Islam." Maybe it was time for al-Qaida to bring back its original name…

He was right, you know.

At the White House, the documents were taken as positive reinforcement for President Barack Obama’s effort to eliminate religiously charged words from the government’s language of terrorism.

Of course at the White House everything is taken as proof of Mr. Obama’s infallibility.

Words like "jihad," which also has a peaceful religious meaning, are out.

And not to pick at nits, but the Oxford English Dictionary defines jihad as: ‘a religious war of Muslims against unbelievers in Islam, inculcated as a duty by the Koran and traditions.’ Which does not sound any too peaceful to our ears.

And you can ask the Standing Committee for Academic Research and Issuing Fatwas, if you don’t believe the OED.

"Islamic radical" has been nixed in favor of "terrorist" and "mass murderer." Though former members of President George W. Bush’s administration have backed that effort, it also has drawn ridicule from critics who said the president was being too politically correct

We seem to recall that the Obama administration was mocked for trying to do away with the term ‘terrorism.’ Which they prefer to refer to as ‘man-caused disasters.’ — Which just goes to show you that Bin Laden wasn’t the only person to get carried away with re-branding.

In one letter sent to Zawahri within the past year or so, bin Laden said al-Qaida’s image was suffering because of attacks that have killed Muslims, particularly in Iraq, officials said. In other journal entries and letters, they said, bin Laden wrote that he was frustrated that many of his trusted longtime comrades, whom he’d fought alongside in Afghanistan, had been killed or captured.

Using his courier system, bin Laden could still exercise some operational control over al-Qaida. But increasingly the men he was directing were younger and inexperienced. Frequently, the generals who had vouched for these young fighters were dead or in prison. And bin Laden, unable to leave his walled compound and with no phone or Internet access, was annoyed that he did not know so many people in his own organization

This is going to be a problem when suicide is such a fundamental part of your management style.

This article was posted by Steve on Friday, June 24th, 2011. Comments are currently closed.

4 Responses to “Bin Laden Wanted To ‘Rebrand’ Al Qaeda”

  1. canary says:

    I guess this reporter who teaches bars are the best place for interviews was about 10 when 9/11 happened,
    The irony of his advice on investigations http://www.smudailymustang.com/?p=39984

    Obama renamed Jihad “Arab Spring” or “Arab Offense” .

    Muslim Brotherhood now coining themselves “Truth & Justice”; meaning there is one true allah, and kill anyone who does not believe or takes food from an infidel.

  2. tranquil.night says:

    Your friendly neighborhood Al’CORNa: Low Income housing for the oppressed Jihadist.

  3. Rusty Shackleford says:

    Yes, it’s “optics” that work so badly for terrorists.

  4. artboyusa says:

    “All his old comrades were dead…” how sad. My Dad feels the same way, and he’s 81. Happens to us all, I suppose.


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