Osama bin Laden was obsessed with al Qaeda’s ‘brand’

Osama bin Laden knew image was everything — and micro-managed his worldwide terror operation with an eye firmly on al Qaeda’s “brand” name.

“Osama bin Laden was not just, you know, sitting in his house to avoid being captured or killed. He was in, some instances, micro-managing al Qaeda and its affiliates,” former FBI investigator Ali Soufan told “60 Minutes” in an interview aired Sunday night.

“Yeah, micro-managing. You know, `You can plant this crops and this crops. It’s very good. Oh and by the way, you know, stop beheading people and cutting heads. That makes me look bad. You know, I have a brand to protect.’ ”