What happens when your brand name becomes synonymous with terrorism?
The U.S.-based mobile wallet pioneer formed through a joint venture between the major telcos in the United States has decided to ditch their name because it has become synonymous with terrorism over the past few months.
Isis was formed four years ago by the telcos in an effort to grab their fair share of the trillion dollar electronic payment market in the U.S.
As far as I know, this may be the first time a brand name has capitulated to terrorism and announced it would change its name to distance itself from an extremist group.
No timetable for finding a new name and embarking on their rebranding effort.