I made a call this morning to the International Special Events Society and a pleasant voice answered “ISES”. Now, I’m sure no one out there is going to associate an event organization with a terrorist group that beheads journalists, but still, it must suck to have your brand hijacked by a negative situation.
Apparently ISES isn’t the only organization having to deal with this. The ISIS mobile app is changing its name to avoid any association with the terror group. Again, I don’t think people would confuse a mobile app with a terrorist group, but as a brand owner myself I can see where it would probably leave a bad taste in your mouth when branding turns negative.
Steve Gause bought a security company in Texas two years ago with the unfortunate name of ISIS. He could argue that the terror group actually infringed on his good name, which has been an upstanding company for many years. But I don’t think you would be successful in getting a group of jihadists into a courtroom over trademark infringement. [Read more…] about When Branding Turns Negative