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Icstis: The most stupid rebranding I’ve ever seen

Icstis: The most stupid rebranding I’ve ever seen

Martin Lewis

Martin Lewis

22 October 2007

The premium phone line regulator Icstis is rebranding itself PhonePayPlus. This is one of the most idiotic rebrandings I’ve seen. The new name sounds like it’s a telecom’s provider, one of the very companies it’s supposed to be regulating. Worse still, when you get to its new website… it doesn’t actually tell you what it does.

Whether they’ve paid a fortune for this rebranding or done it themselves; I neither know nor care. Yet it should stop before it’s too late. Icstis was a name people knew. If it wants to change the name so people can understand it better… here’s my suggestion for free… no expensive branding consultants needed….

How about calling it “The Premium Phone Line Regulator”.

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