Forced rebrand

isis chocoladeSometimes you pick a name, which seems good, but later turns out… well, not so good. Like the name of Belgian chocolate company: ISIS.

A Belgian chocolate company based in Brussels changed its name from Italo Suisse to ISIS, because they no longer wanted to be directly associated with either Italy or Switzerland. However, in view of the recent “international negative associations” they were forced to rebrand from ISIS to “Libeert”, the family name of the company’s owners. Consumers were associating the pralinés with the ISIS jihadist group fighting in Syria and Iraq.

“Had we known there was a terrorist organisation with the same name, we would have never chosen that,” owner Desiree Libeert stated.

But its not the only forced rebrand. Despite the fact the show predating the terrorist organisation by five years, recently the US TV series Archer had to drop the word ISIS from the show; it stood for “International Secret Intelligence Service”.

Erwin Hauër

“Hoop is geen strategie.”

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