ISIS’s Marketing Campaign

In response to yesterday’s post on violence, a friend sent me this excellent, challenging piece on the marketing savvy of ISIS. It does a great job of bringing out the perverse way that ISIS has been able to enter the West’s popular imagination. Marshall Sella cites one fact that I found especially remarkable: polls show that Americans were more aware of the beheading of James Foley than of any news event in the last five years – including, for example, Assad’s use of chemical weapons. No wonder we are going to war – the tail wags the dog.

The whole thing is worth reading, but here’s an especially resonant passage.

“ISIS, though, has reached marketing maturity. The militants’ media portfolio — its slickly designed magazine Dabiq, the grim John Cantlie Show, all of it — represents their message in full. On one side of it, there’s the recruiting effort, beseeching life’s losers in the East and the West to come and be welcomed, to be a part of something. On the other side, the message to those who will not join the cause is: We are going to destroy you, but first, utterly defile you. ISIS has now threatened not only to “See you in New York,” but also to fly its square banner over the White House.

Their icons, unlike the one-off images of Al Qaeda, have the ability to continue and expand, with an eye to distribution worldwide and one hundred percent of the back end. The creation of corrupt icons, the 2014 sort of icons, and the mass production of them — that’s fairly near the modern definition of branding. That’s the horror of it. (Well, the real horror is in, you know, all the killing.) Terrorists have co-opted methods of the comparatively innocent world of consumerism in order to pitch barbarism.”

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