"This isn't just about going in and blowing things up."

US military and civilian authorities must stop thinking of themselves as a "good-idea factory" whose every thought has greater merit than those of their customers.

It could be too late for extensive rebranding of the US effort in Iraq.

Much of what works for consumer advertising in the US might not translate well in Baghdad. But urban ops is all about experimenting and adapting to new realities.

The study is available.