Late last year, a Belgian chocolate maker changed its name from Italo Suisse, because the company no longer had any real association with either country. Now it’s changing the name again – because the new name it picked was ISIS.
ISIS, of course, is also the acronym derived from Islamic State in Iraq and Syria, the jihadist group that arose in the Syrian civil war and now has invaded parts of Iraq. The group changed the name to just Islamic State – or just IS – in June, but the chocolate maker was suffering by association.
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