1. 1/23/15 Waterman
Un-Branding. DefranchisingTerrorism.
Thismay, or may not,come as a surprise but we have beenverycooperative,andpredictable,enablers
for individualsandgroupswhohave implemented communicationstrategiesunderpinnedwith a
narrative basedonterror andmanipulationinordertocreate a desiredendstate of theirchoosing. In
otherwords,we helpcreate or establish brandswhichidentifywiththeirspecificviewpointorgoal.
Simplystated,brandingisthe processof creatingaunique name andimage mainlythroughadvertising,
or informationcampaigns,usinganarrative and/orconsistenttheme. Brandingaimstoestablisha
significantanddifferentiatedpresence thatattractsandretains investors,followers,andconsumers.
From corporationsmarketingnewproductsandservicestoindividualsorgroupsseekingtogenerate
terror or attention the Informationdomainisthe primaryarenatocreate and sustaina brand. The
Informationdomainisalreadyheavilyusedasaninstrumentof national powerbylarge nations. Due to
the ease of access and returnon value itisalsousedby smallerentitieswithglobal aspirations.
Think of an un-brandingcampaign asaneutralization campaign. Take awaya product name andit loses
itsmarketability. Take away advertisingopportunitiesandaccessto target audiences islost. Take away
endorsements andcurrentor potential investors, followers, orconsumers loseinterest.
The core conceptis simple. It doesn’trequire elaborate documentsorhuge implementationmatrixes.
If it is agreedthatsuch groupsneedtogo away,the followingthree strategicguidelinesshouldbe
applied.
 No names. Don’tuse individual orgroupnamesinpublicremarks, speeches, orthe media. Use a
category or an agreedlabel which doesn’tindentifythe individual orgroupbutprovidesa basic
solutionforthe “who”inthe 5-Ws usedinreporting.
 No sensationalism. Refrainfromusingthe term“terrorist.” Inmostcases,an accurate assessment
of group or individualactionsandactivities wouldbettercategorizethem asguerillasorcriminals.
Simplynotusingthe word“terror” will have an immediate impactonindividual orgroup
effectivenessand publicperception.
 No endorsements. Endorsementsare commentswhich lendcredibility orgravitastoindividualor
groupactions, narrativesor claims. Endorsementsmayinclude identifyingstrengthsorsuccesses.
Such rhetoricdirectly contributestothe brandingcampaign.
The potential outcomes? Recruitingdrops,financingwanes,dissentionis fostered,and individualsor
groupsresortto more costlyandextreme measurestosurvive,forcingthemtodepartfrom intended
narratives,eventuallybecomingineffective orneutralized.
Usingthese three strategicguidelinesacross all fourdomainswill greatlyenhancethe ongoingstrategic
effortsin eachof the individual diplomatic,economicandmilitarydomains.