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UPDATE: AmEx announced that they are re-branding the ISIS Card and will now call it the Soft Card.

I guess they still don’t know how to use Google search, because there already are many Soft Cards, including a screen protector and a Nintendo Soft Card. DOH!

What’s in a name? A lot when the name is ISIS.

AmEx, Chase and Wells Fargo, AT&T, T-Mobile and Verizon’s mobile wallet app is, unfortunately, sharing a name with the terrorist group ISIS.

ISIS LoveNow you can pay for goods and services with ISIS, says the web page, Pay With ISIS. The app is available for iPhone and Android.

The ISIS app takes your money, not your life. But, if ever there was an ill-advised name for a product, ISIS may be the worst yet.

While the connection to the terrorist organization was not predictable, the inappropriateness of big American brands using the name ISIS for commerce grows by the hour.
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ISIS Wallet

To use ISIS to spend your money, the website explains, you’ll need a Compatible phone with Near Field Communication, an enhanced SIM card with secure element—designed to store and protect your payment information.

The ISIS app was launched in Nov 2013, in a joint venture with the three wireless carriers. The mobile wallet is compatible with contactless point-of-sale terminals at retailers across the country, including Toys R Us, Jamba Juice, and Coca-Cola vending machines. ISIS app users get special offers from nearby merchants and add loyalty, membership and rewards cards in their Isis Wallet.

You set up an American Express Serve® Account that you can add money to with your preferred credit card, debit card or U.S. bank account. Then you add a participating American Express®, Chase®‡, or Wells Fargo®§ credit card and get all the same perks and protection from your card issuer.

All the companies involved ought to put their heads together right this minute and re-name their venture.

Hat Tip to Scott Silverstine

BL-G+WIZ-headshotB.L. is CEO of Maximum-Plus.com – Events & Training for Google+ Success, serving leading brands, associations and agencies. As a digital strategist, GooglePlus Helpouts coach, YouTube Channel Creator, President of whatsnextonline.com, and publisher of What’s Next Blog, she’s been helping blue chip companies incorporate new media into their marketing mix since 1996. B.L. contributes to Ad Age Digital Next, Social Media Today and others and has spoken at more than 25 marketing conferences. Follow B.L. on Google+ or Twitter.