In a recent report, US administration says that, President Barack Obama has ordered a revision of America’s National Security Strategy with the aim to remove terms that link Islam to terrorism. The officials said the change would remove terms like “Islamic radicalism” from the National Security Strategy.
Bush administration described the war against terrorists as “the struggle against militant Islamic radicalism. This caused US a lot of Image issue amongst Muslims within the US and around the globe.
The report suggests that in 2008, the US National Counter-Terrorism Centre produced a document, called “Words that Work and Words that Don’t: A Guide for Counter-Terrorism Communication,” which encouraged government agencies and officials to avoid characterizing terrorist groups as “Islamic” or “Muslim,” as that could “unintentionally legitimize” their tactics.
Super! Words will have impact and this move will certainly help change the IMAGE but the question is how much efforts will be required to ensure regularly communicating this NEW Message to the larger audience around the globe and how long it will take to actually see the impact?
Any comments Brand Management guys?