This is why reflexive reactions are not smart. In order to defeat your enemy you have to know them first. Religion is being used as a means to an end, it's not the end itself. To defeat ISIS the US needs to engage in a war of propaganda and I think the killing of a Jordanian pilot is a perfect rallying point.
http://www.cnn.com/2015/02/03/intl_world/amanpour-didier-francois/
We know a lot more about ISIS than you seem to think.
The Sunni versus Shia conflicted is rooted in their religion: Islam.
When your religion is also your govt, talk of politics IS talk about religion.
ISIS is more pragmatic and obviously more brutal than the others (AQ, Taliban or Muslim brotherhood). ISIS has clear material objective: Money, land and power.
ISIS more mafia-like than the others. Theft, kidnapping, taxing - whatever - they're much more about 'The Money' than the others.
ISIS
pays their fighters. Estimates of their revenue vary from $1-4 million per day. And it seems to me that they are actively trying to grow that revenue stream to advance their (earthly) objectives.
I'm not sure why think you propaganda will be successful, or who it is to be aimed at, or why we - The Great Satan - could possibly be seen as a legitimate source for 'true info' on Islam by Muslims.
Yeah, I think we need to know our enemy. No, I don't think propaganda will win over money+power and perks like sex slaves etc.
This has been amusing: ISIS burns somebody to death and many liberals respond with a version of "We need to talk more" or let's just re-name them ("Daesh") so they don't seem as scary. Perception is what really counts, no?
Fern