EVERYONE CAN USE a fresh start from time to time. When Enco and Esso oil companies combined in 1973, they came up with the name Exxon—a word that at the time had no meaning or connotation—and then moved forward as a completely new company. Now, of course, we know that Exxon means “Lucifer’s Henchperson of the Coming Darkness.” So when Exxon and Mobil combined in 1999 to become the most powerful oil company in the world (Saudi Arabia is a small subsidiary), they wanted to distance themselves from the high negatives of the old name. So they came up with ExxonMobil, leading a confused public to ask, “Gee, I wonder what they sell?”
The point is, sometimes institutions need a makeover, and who better to turn over a new leaf than al Qaeda, an organization that, for at least the last decade, has suffered some really bad press.
As documents from his not-so-secret compound have revealed, al Qaeda leader Osama bin Laden was concerned about the deteriorating reputation of his organization. The brand had become a problem. Too many mistakes in targeting and execution had tarnished all the positives of the proud al Qaeda name, which used to be synonymous with acts of mercy, community building, and the delicious cookies they sold door to door. (Thin Mints were my favorite.)
Shortly before his death, bin Laden had drafted a letter to associates asserting that al Qaeda should get a new name and, since ExxonMobil was already taken, he came up with a few possibilities, such as the following, translated into English (you’re welcome):