Isis may be the name of an Egyptian goddess, but today the acronym ISIS denotes the Middle Eastern group responsible for mass civilian deaths and most recently, international journalists James Foley and Steven Sotloff getting kidnapped and beheaded by jihadi killers.
This is why a popular US mobile payment service of the same name has decided to change its branding to avoid association with the militant group.
“In a few weeks, Isis Wallet will become Softcard. It’s a different name for the same great way to pay,” it says on the company’s website. “However coincidental, we have no desire to share a name with this group and our hearts go out to those affected by this violence,” ISIS CEO Michael Abbott says in a blog post.
“Together with a simple and flexible visual system, the inherent simplicity of Softcard gives it the potential to become a category defining name.”
We think it’s a wise business idea and corporate image move from the company.