You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Inside Osama bin Laden's Quest for an al-Qaeda Name Change The Email Exchange That's Sure to Have the Whole World Talking , Published on June 24, 2011 7 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.