OK- I Guess Very Few Crazed Militants Would Want That Name (Snark Alert)

 JVL Ventures (CEO Michael Abbott) responds to a branding oops on their new smart-phone AMEX card product:

In July, we announced that we would rebrand the Isis Wallet to avoid confusion and association with a violent Islamic militant group in the Middle East whose name, when translated into English, is known by the acronym, ISIS. However coincidental, we have no desire to share a name with this group and our hearts go out to those affected by this violence.  Our search for a new name has been rooted in our founding vision: to use the power of the mobile phone to help consumers find a safer and better way to shop, pay and save. But we also wanted a name and visual identity that had the power, flexibility, and simplicity to define our category.  

Today, I'm pleased to announce that we will rebrand the Isis Wallet to Softcard.  Together with a simple and flexible visual system, the inherent simplicity of Softcard gives it the potential to become a category defining name. That's a bold aspiration, but one that matches the breadth of our vision.

On a related note, while I like the idea of using the name of a feminine Egyptian deity to brand the brave masked ones, I am starting to be partial to  calling them ISIL too.  I am thinking of the Roman Moroni character from Johnny Dangerously .  Farghing Iceholes! 

Although maybe the Softies would be a good name too.