Isis as a brand

Just struck me after watching one of the worst things I've seen - ever.. the burning of a Jordanese pilot, that their branding is similar to the socially conscious and user driven 15-minute fame, broadcast platform: Current.tv. Owned largely by 'An Inconvenient Truth' / presidential candidate Al Gore, and branded by Wolff Olins. But since a couple of years back the channel is cancelled, due to the lack of impact Gore & co expected. They subsequently sold the channel to Al Jaazeera, which seemingly bought the channel to access the frequency/deal with the cable suppliers, as they soon after purchase cancelled the channel.