On this morning's Today Programme Matthew Glanville and Muhannad Haimour were talking about ISIS taking the Iraqi city of Ramadi. They said ISIS isn't an army. It's a brand.
True enough. It doesn't have an HQ or command structure. It crosses borders with impunity. It's got young people talking about it. Out of nowhere it suddenly has a big voice in international affairs.
How has it done all this?
Through the manipulation of our imagination.
And social media.
This is what the would-be Citizen Kanes of 2015 dream of.