CNN's Ashley Fantz asks:
Because as white supremacists like Frazier Glenn Miller are shooting people and shouting "Heil Hitler" the real problem in 2014 with the Aryan movement is lack of marketing.
From a sheer marketing perspective, the lack of central leadership poses more problems for the KKK if it's serious about revamping its image. Just look at the Catholic Church, Ries said.
"The KKK doesn't have a Pope. Look at what that guy has done. You have to have a leader like that to make people believe a change has happened," she said.
Without a clear leader, marketing experts said, crafting and conveying a spin-friendly message is impossible.
That was evident the minute members of the "new" Klan denounced the shootings. Soon after Ancona spoke to reporters, other self-described "real" Klansmen began attacking him online for not adhering to authentic Klan doctrine.
"This movement is a hodgepodge of little groups that, as often as they attack their enemies, attack one another," said Mark Potok, a spokesman for the Southern Poverty Law Center, which monitors hate groups.
He estimates there are about 8,000 KKK members nationwide.
"To call these guys disorganized," he said, "doesn't quite do it."
There's no chance that the Klan could rebrand and these are all dangerous, hate-filled lunatics, but somebody felt the need to write 5,000 words to give us the "both sides" of this "argument" in 2014. How nice.