Disputing the notion that any publicity is good publicity, Isis Mobile Communications, the joint venture behind the Isis Wallet mobile payments system, will be changing its branding, according to CEO Michael Abbott.
It’s hard to question the move given that the Islamic State of Iraq and Syria (aka ISIS) is cutting a bloody swath through those two countries and the association with that moniker doesn’t engender cozy feelings about a brand. The company, launched two years ago by AT&T(s t), T-Mobile and Verizon (s vz) offers a mobile payment system that runs on NFC-equipped Android and iOS devices and competes with Google(s goog) Wallet.
Per Abbott’s blog post:
However coincidental, we have no interest in sharing a name with a group whose name has become synonymous with violence and our hearts go out to those who are suffering. As a company, we have made the decision to rebrand.
The company is working on its new branding and will update customers about changes in coming months. It’s clear, however, that the current brand wasn’t working even if peace ever comes to Syria, despite lofty goals for the project a few years ago.