So, killing a few cartoonists will send a message to the rest of the world, thought the Islamist.
So you sent your killers to Paris and took out 12 people at Charlie Hebdo, a tiny mostly irrelevant magazine with a circulation of 60,000 which probably includes a large number of issues that went directly to the trash.
You’ve turned a jester into a martyr for freedom.
A week later, Charlie Hebdo is brand known to billions and just circulated 3,000,000 issues. Islam, the brand has taken a beating. Instead being associated with love and peace, Islam is now associated with intolerance, oppression, murder, senseless violence and having no sense of humor whatsoever.
It’s the kind of brand damage that takes generations to fix.