A fascinating article, the headline 'The Making of the World's Scariest Terrorist Brand', although the sub-title is quite telling:
ISIS mixes new-media savvy with medieval savagery. It’s a diabolical marketing strategy that led us right back into war—and one that future terror groups will surely copycat. Or try to top.
Link:https://medium.com/matter/the-making...d-92620f91bc9d

It ends with:
We can bomb them one truck, one convoy, one Levant at a time. But even if the Islamic State is scoured from the face of the Earth, no future terrorist army will forget its media. Its innovations in branding and marketing will live on, only imprinted with different logos, different actors. After all, it’s just an ad campaign. Just a bloody ad campaign. And we’re buying.