HEADLINE – Bin Laden sought name change, rebranding for Al Qaeda
WASHINGTON—As Osama bin Laden watched his terrorist organization get picked apart, he lamented in his final writings that Al Qaeda was suffering from a marketing problem. He proposed Al Qaeda get a fresh start with a new name.
“The Crusader war against us has caused our name to lose its positive, favorable impression with the public,” Bin Laden wrote sometime in 2010. “We need a new, friendlier image,” Bin Laden concluded.
Bin Laden went on to make suggestions for a new name, including “Pal Qaeda,” “Jihad Is Us” and “Wahabi Wally’s Freedom Emporium.” Al Qaeda in Iraq (AQR) lobbied hard to change their name to “Starbucks” or “Target” but Bin Laden warned his followers against choosing a name “that will only serve to draw us into protracted and expensive litigation, not to mention one that will cause great consumer confusion.”
Al Queda in the Arabian Peninsula (AQAP) suggested “The Ass Bomb Group” but Bin Laden chided AQAP and warned them not to choose a name that limited Al Qaeda’s operational parameters.
“I know how much you guys like to hide bombs in the rectums of idiot converts,” Bin Laden wrote,
“…but a joke – even one that is rich with dramatic irony – should not create the framework within which we operate. If we called ourselves the Ass Bomb Group, that name choice would create a momentum to only use ass bombs to sow fear among the opponents of God. As funny as that would be, humor should not limit our operational options.”
Bin Laden wrote one final letter instructing his followers to hire “some New York public relations firm” to help Al Qaeda come up with a catchy new name, a PR firm “preferably with a lot of Jews. Jews are so good at that kind of thing. The Irish, not so much,” Bin Laden stated.
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.