As Osama bin Laden watched his terrorist organisation get picked apart, he lamented in his final writings that Al Qaeda was getting a bad reputation and needed a name change.
His group was killing too many Muslims and the West was winning the public relations fight.
Faced with this challenge, Bin Laden, who hated the United States and decried capitalism, considered a very American business strategy.
Like Blackwater, ValuJet and Philip Morris, Al Qaeda would start afresh under a new name.
The problem with the name Al Qaeda, he wrote in a letter recovered from his compound in Pakistan, was that it lacked a religious element, something to convince Muslims worldwide that they are in a holy war with America.
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