Brands with the name ISIS: To change, or not to change?

If a group of Islamic extremists decides to adopt the same name as your company or brand, it puts you in a tricky situation. No matter what your brand might be or what the services or products it offers are, there is bound to be some negative effect. 

 

A number of brands called ISIS originally named themselves after the Egyptian goddess worshipped for being an ideal wife and mother, but they are now facing reaction to the rise of Islamic State, previously called ISIS. 

 

Since emerging earlier this year, the militant group has changed its name twice, but the memory of when it first began as ISIS remains. They are notorious for the brutal methods they adopt in their mission to establish a religious state in northern Iraq and Syria. 

 

For some often more established brands, it seems to be a case of riding it out and hoping people will recognise the association with the terrorist organisation goes no deeper than their name.

 

ISIS equity partners in London is one such example, as is the ISIS English language and travel agency in Greenwich. Hong Kong model agency Isis Model Management is another – it has been around since 2002 and had made no changes to its name or branding as a result of the Islamic State. 

 

Others are making some subtle changes. Isis music band from Boston had to change its Facebook page to be “Isis the band” so as not to be confused with the militants, while ISIS Mag – a London-based hair and beauty magazine for women of African descent – has been forced to change its logo so the word “Mag” is much more prominent in the title. 

 

 “We wanted our readers to, you know, unleash the goddess within them, so that was how we got the name ISIS. We started getting messages from our Facebook page that we were part of the terrorist organization, so I said to my business partner 'we have to rebrand,'” Linda Graham, founder of ISIS Mag, told RT.

 

One US mobile banking company called ISIS went so far as to change its name completely in order to avoid association – it is now called Softcard, instead. It offers a downloadable app to make contactless payment possible directly from your mobile. “Isis wallet is now Softcard. It's a different name for the same great way to pay,” it says on its website. 

 

Underwear retailer Ann Summers took a completely different route and actually launched their Isis brand after the militants came to notoriety in the Middle East. The range, which appeared in shop windows in August, included plunge bra and a babydoll, both in monochrome colours.

 

A spokesperson for the company said: “We in no way support or condone any act of terrorism or violence. We apologise for any offence caused.”