The Master Persuader Donald Trump called ISIS “evil losers”.
What kinds of people join the Losers? Mostly young males. And you know what brand young males do not want on them? Right: Losers.
If you call them monsters, they like it. If you call them ISIS or ISIL they put it on a flag and wave it around. If you call them non-Muslim, it just rolls off their backs because they have Korans and stuff. Almost any other “brand” you can imagine is either inert or beneficial to Loser recruitment.
Loser is different. No one joins the Loser movement. Try at home, with your family or friends, to concoct a more effective brand poisoning than Loser. You probably can’t. Remember, your brand has to fit with future confirmation evidence. The Losers on the battlefield will continue to be losing, so the brand is engineered to get stickier over time. Your alternative idea for a brand solution has to have that quality of future confirmation too. Good luck finding a better persuasion brand.
ISIS are Evil Losers.
But you know who else are losers? All the people on the left who would gleefully lose their women, nations, and the civilization to the alien migrants.