Light Reading

Isis (the Mobile Wallet One) to Rebrand

Sarah Thomas
7/7/2014
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Nothing's worse than finding out that an unsavory celebrity shares your name, or that you're eating a candy that sounds like a terrible disease, so you can imagine how the wireless operator-led joint venture Isis felt when the Islamic State of Iraq and the Levant decided to go by its initials, ISIS, as well.

The awkward coincidence and the recent rise of the violent militant group, responsible for thousands of deaths across Iraq and Syria in recent months, has caused the mobile money venture to rethink its name. Isis CEO Michael Abbott wrote in a blog post Monday that it would rebrand the company, though a new name is still in the works. "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."

It should be noted that Isis (the militant one) also rebranded to Islamic State as of June 29, but the association and negative press was still too much.

Rebranding isn't an easy process, especially since Isis (the mobile wallet one) claims to be have added 20,000 mobile wallets per day in May and is preloaded on 14 devices. But it has gotten off to a slow start, and it isn't exactly a household name yet. Raising awareness of what the mobile phone can do when it comes to payments, coupons, and loyalty programs will be an important part of getting the service off the ground. A better suited name might not be a bad place to start. (See Isis Adds 600K NFC Wallets in 30 Days and Isis Opens Its Mobile Wallet Nationwide.)

Anyone have suggestions for a new name for the mobile wallet company? Let's hear them in the comment section below.

— Sarah Reedy, Senior Editor, Light Reading

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arthurnas
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arthurnas,
User Rank: Light Beer
7/16/2014 | 3:27:39 AM
New Name
The company should steer away from a name which has "cash" "pay" "payment" "money" in it. Although it is easy to remember and pronounce, because people use to those words, it also sounds cheap and generic.

The name should capture an essence of the company, not describe its products. I would look into other languages for inspiration. , I have done my share of branding, name is very important.  latin dictionary is a good start.
Mitch Wagner
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Mitch Wagner,
User Rank: Lightning
7/7/2014 | 9:28:10 PM
Re: new name ideas?
I suppose "Nazi Party" or "Ku Klux Klan" wouldn't really be an improvement?

Perhaps Isis (the payment tech) should sue the terrorist group for trademark infringement. I'm sure the terrorists will respect Western trademark law. 

(Inappropriate) joking aside, Isis (the payment tech) has a bigger problem than the trademark. I've never heard of anybody using it. I'm not aware of anyplace that accepts it -- not near me in San Diego, and not in New York, according to Isis's own map. The only time I ever hear about it is when some tech journalist writes an article based on an announcement they made, and that's only a couple of times a year. 

Isis doesn't seem to be a solution for a problem that consumers actually have in the real world. 

But, yeah, new name. That's nice, I guess. 
DanJones
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DanJones,
User Rank: Blogger
7/7/2014 | 9:01:42 PM
Re: new name ideas?
mCash or WCash seems to communicate what it could be.
mendyk
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mendyk,
User Rank: Light Sabre
7/7/2014 | 5:49:27 PM
Re: new name ideas?
SiSi? CleanMoney? Sploonk? Klynk?
SReedy
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SReedy,
User Rank: Blogger
7/7/2014 | 5:26:36 PM
new name ideas?
I was never a big fan of the Isis brand to begin with, but I can see why it'll be a big undertaking to get it changed. Any suggestions on a new name that better captures what they're after? "mWallet" and "iPay" are already taken...
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