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Isis to rebrand

Unfortunate similarity to militant group’s name cited

Isis to rebrand

In a startling example of how external events bearing no connection to a company can upend its best-laid plans, Isis, the mobile wallet created by AT&T Mobility, T-Mobile USA, and Verizon Wireless says it will change its brand name due to the emergence of ISIS, the militant group whose full name is the Islamic State of Iraq and Syria.

“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,” says Michael Abbott, CEO, in a statement posted on its website.

He says the company is “actively working on a new brand,” and that details will be forthcoming “in the coming months.”

Read Abbott’s full statement.

John Ginovsky

John Ginovsky is a contributing editor of ABA Banking Journal and editor of the publication’s TechTopics e-newsletter. For more than two decades he’s written about the commercial banking industry, specializing in its technological side and how it relates to the actual business of banking. In addition to his weekly blogs—"Making Sense of It All"—he contributes fresh, original stories to each TechTopics issue based on personal interviews or exclusive contributed pieces. He previously was senior editor for Community Banker magazine (which merged into ABA Banking Journal) and was managing editor and staff reporter for ABA’s Bankers News. Email him at jginovsky@sbpub.com.

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