The PJ Tatler

Heh: bin Laden thought about 're-branding' al Qaeda

All that mass murderin’ had given his gang such a bad name, the late arch villain contemplated a new coat of paint:

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. …

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.

The letter, which was undated, was discovered among bin Laden’s recent writings. Navy SEALs stormed his compound and killed him before any name change could be made. 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.

Zawahiri has the chance to re-brand now that OBL has fed the fishes. Perhaps he’ll link up with its older name.