For the U.S. to combat the terrorist organization, officials will need to think digitally.
In an age where nearly every industry is being disrupted by the Internet, the world’s established political order faces a disruptor like no other: the former Al Qaeda in Iraq, now re-packaged as the Islamic State or ISIS. While the terrorist organization’s ambiguous branding — IS, ISIS, ISIL, Daesh – lends an edge to its sinister identity and goals, its journey to notoriety seems to have followed the path of other disruptors.
Most plans offered today to counter and combat this groupfocus exclusively on military or geopolitical solutions. While important, these plans lack a key understanding of the other forces that contributed to ISIS’s rise: a strategy for scaling-up an entrepreneurial niche venture along with a sophisticated branding and digital marketing campaign. To sufficiently combat ISIS, the U.S. and the rest of the world must fully understand the branding, digital marketing and start-up mentality that facilitated the spread of ISIS’s influence across the globe.
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