Unanticipated swiftness of victory can be potentially befuddling, even for the victor. After the Taliban’s dramatic and largely bloodless capture of power, their leadership has struggled to finalize the structure of a government that will rule the country. The group, however, has attempted to use the interregnum period to indulge in a rebranding exercise. Statements issued by its spokespersons in Kabul as well as in Doha indicate that the group does not wish to take revenge on the “collaborators” of the fallen government. Instead, it wishes to form an “inclusive” government, which although it will be governed by sharia, may still have role for former government servants and women. However, this could only be a feeble attempt at building a narrative, which the group will find hard to sustain, even in the short term.