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ISIS has carefully crafted its media campaign and branding strategy using terror to appeal to its international audience and creating revulsion among its enemies.ISIS success has been built on its ability to state a message loudly and clearly – one based on an ideology of hate built on military successes. ISIS branding entails the use of an easy and recognizable message combined with a choice of powerful "gang colors".Black is the color of choice for ISIS. It is a backdrop for the Shahada in the group's many official statements and is the color of the ninja-like costumes used by ISIS fighters. ISIS has marketed internationally its terror narrative by diffusing violent images through social media, YouTube, Twitter, Instagram and Tumblr.
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