We’re not that Isis

‘No, we’re not that Isis’: when news taints your brand
A Sunderland pub, a Malvern clothes shop and even Downton’s dog are learning that not all publicity is good

http://www.theguardian.com/business/shortcuts/2014/oct/13/not-isis-name-change-sunderland-pub-malvern-shop-news-brand