“Quizno’s model - with a twist”
On September 10, 2001, al-Qaeda was a name that was hardly recognized. Though the group was founded in 1988 by Osama Bin Laden and this timeline tells of earlier attacks linked to the group, the name was just not largely recognized. After September 11, however, the world knew al-Qaeda. By the end of the month it became a household name.
How is al-Qaeda a brand? Well, to analyze a brand’s identity we must identify the brand as a product, a symbol, an organization, and a person.
al-Qaeda as a product: The first “product-like” endeavor that comes to mind is the attack on September 11. That incident embodies the al-Qaeda brand and all of its aspirations.
al-Qaeda as a symbol: al-Qaeda had its own unique font. Unfortunately, I couldn’t locate it on the internet, but you may recall a conjoined and slanted Al before the Qaeda. In this way, it was managing its own brand, ensuring that all al-Qaeda documents had such a font (though I have not seen it in years..)
al-Qaeda as an organization: The organizational attributes are extreme dedication, with members taking a pledge of loyalty to Osama bin Laden and other leaders.
al-Qaeda as a person: Osama Bin Laden comes to mind first. But remember Zarqawi? The leader of al-Qaeda in Iraq until his death caused by a US airstrike. Well, he was a major player in the al-Qaeda brand, inspiring the daring and drastic measures of his constituents. He was the leader behind numerous beheadings, assassinations and bombings. He was brutal, the true embodiment of al-Qaeda’s brand identity. However, he didn’t even know how to shoot a gun. Remember this video? It certainly was no mistake this “blooper” was leaked to the internet in May of 2006 – the US military, who released the tape, was trying to dilute the strength of the al-Qaeda brand. Not only did the video expose Zarqawi’s inept gun ability (he fumbled the machine gun and had to have an assistant fix the locked gun), but he was wearing New Balance shoes. Fearsome warriors don’t wear New Balance.
Looks like Coacervo, Zach, and Yan are all on the same page here regarding the fastest “0 to global” brand. Not only that, but it looks like Jon Stewart is also hip to the al-Qaeda brand.
Just a few weeks ago in a segment called “Iraq?”, Stewart describes application forms for potential al-Qaeda recruits. Resident expert John Hodgman describes they have “annual reports, March Madness pools, secret Santas … well very secret Santas,” likening the brand to the “Quizno’s model – with a twist.”
Here’s another article describing al-Qaeda as a franchise, rather than the army that most media has encouraged us to believe. It’s also interesting to note the argument that the US actually created the al-Qaeda brand. In an interview with Diane Sawyer, veteran journalist Ted Koppel stated “we turned al Qaeda into the biggest franchise since McDonalds.”
The best way to defeat terrorism is to take the glamour out of what they do. As Seth Godin says, this “war” is a marketing war. Terrorism is an ideavirus. We’ve got to spread a better one, that says terrorism is bad.
