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In today’s ‘Best New Thing’ Rachel Maddow jumps aboard a contest to help al Qaeda re-brand itself. A letter written by Osama bin Laden reveals that the actual name of his organization was ‘al-Qaeda al-Jihad, yet everyone shortened it. He was in the process of re-branding when his life took a turn for the worse. It’s too late for Osama, but not too late for your creative minds! There is no guarantee that Osama’s successor will reward the winner monetarily. It would be the stand-up thing to do!