The Corporate Gesture:
In the same way that Kentucky Fried Chicken insists that we pretend the company's name is "KFC" to obscure the fact that their chicken is fried, Osama bin Laden speculated that changing al-Qaeda's name would get more sympathy from Muslims around the world. As if the whole "murdering innocent civilians for attention" thing had nothing to do with their declining numbers.
When bin Laden's compound was raided, the Navy Seals found an undated internal memo speculating that al-Qaeda's membership was dwindling because Muslims didn't quite "get" them. And the reason everyone was missing the jihad boat was a simple matter of the name. Technically, al-Qaeda is named "al-Qaeda al-Jihad" or "The Base of Holy War." According to bin Laden, it was the West that shortened the name to "al-Qaeda," and by doing so, we rechristened the terrorist group "The Base," which is utterly meaningless.
Just ask Prince about shortened names.
The solution? A name change. Bin Laden played around with " Taifat al-Tawhed Wal-Jihad" ("Monotheism and Jihad Group") and "Jama'at I'Adat al-Khilafat al-Rashida" ("Restoration of the Caliphate Group"). So you can add "coming up with catchy organization names" to the list of things that bin Laden was terrible at.