Osama bin Laden’s final letters reveal he was worried that al-Qaida had a marketing problem. The terrorist leader was thinking a lot about relabeling al-Qaida for a fresh start under a new name. He didn’t like that his organization’s full name, al-Qaida al-Jihad (The Base of Holy War) had become shortened to al-Qaida. He suggested a more religious title would help convince worldwide Muslims they really are in a holy war against America.