The Nusra Front, a Syrian Al Qaeda affiliate, has rebranded (the NYT words, not mine) as the Levant Conquest Front. Never in my lifetime has branding been more life and death. With the rebranding, which will heretofore be referred to as renaming, the Levant Conquest front has stated it is a local terrorist organization, targeting only the government of Syrian president Bashar al-Assad. It no longer intends to target the west. It would not surprise me if this announcement was made via a press release. Such is the social media and terror media today.
After 5 billion words, America’s news media can’t even decides what to called ISIS; often referring to it by all three recognized names (ISIL and Daesh being the other two).
The fact that branding has now found its way into terrorist circles may sicken but it does explain the sophistication of networks, recruiting and geo-political posturing.
Moving forward, I refuse to use the word “brand” in association with terror groups. I wish the media would join me. It tarnishes a business that is all about hope and possibility.
Peace. For reals.