This article compares two universes of official Islamic State media that were compiled 18 months apart. It explores the nuances of the group’s worldview and illustrates the extent to which external and internal situational exigencies impacted the Islamic State’s brand during its formative years as caliphate. It finds that the organization’s media infrastructure was about half as productive in early 2017 as it had been in mid-2015. The data also show that, even though the group had internationalized its theater of terrorist operations during the time period in question, the brand itself actually contracted to become markedly less globalized in 2016. Finally, the data indicate a substantial thematic rearrangement in the organization’s propaganda, one that saw its story shifting away from the millenarian “utopia” towards military denialism. In sum, the data indicate that the Islamic State propagandists were far less productive by January 2017, and that their aggregate product was less international and less utopian but more militant and more defiant, a shift that suggested a new phase in their political marketing operations, one focused on framing the caliphate as an embattled but still defiant pseudo-state struggling to maintain past momentum.