We didn't slap the brand name on them, however in saying that you bring up an important point... ISIS has only been able to do what it has done because it has given itself such a recognizable brand identity. There is no little irony in the fact that it is a thoroughly modern caliphate - very capitalistic and tech-savvy. On the former point, that is probably due to their origins in Al-Qaeda - I remember coming across an article where it was described how Bin Laden used his business experience in the West to run Al-Qaeda like a sort of corporation - everything right down to the group's grocery shopping had to be inventoried. As for their tech-savvyness, that is the real secret to their success. Their use of social media, viral videos and 'shock' tactics to make the headlines in Western media is what has fuelled their recruitment drive for Muslims all over the world - the coverage they get is so prolific and dramatic that it lends them a sort of credibility as a fighting force. It has also earned them a lot of cheap battlefield victories - their vicious image is what is thought to have caused the Iraqi army to flee before them.
ISIS should be nothing - they are a tiny fighting force, only around 15-20k men. But they are punching above their weight because they are using all the latest technology at their disposal to give off the image of a more substantial organisation. That's also why people in the West are talking about them, even though they are really just the latest in a long line of petty, sectarian terrorist groups.
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