Since last decade's bogeyman, Al Qaeda, went from being feared to being mocked (particularly in its online spelling being altered to indicate an agency which would prefer to remain unnamed, unnoticed, and most importantly, unaccountable) by some members of the target audience, the time has come to up the ante ... er ... update the brand.

Coming Soon: The Haqqani Network
Early test-marketing under the 'Haggani' label proved less scary, due to english speakers being more familiar with double g's rather than q's unaccompanied by the letter "u".

Also 'Haggani' sounded too much like 'haggis' -- some people in the test audience experienced changes in hunger levels, rather than changes in fear levels.

The Latest Orchestrated Threat - Paul Craig Roberts