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abrdn re-embraces letter 'E'
Financial Standard
|March 24, 2025
Admitting its much derided rebrand did little good, abrdn will add back the three vowels it removed from its name in 2021.
Going forward, abrdn will be renamed aberdeen group and trade as aberdeen.
In April 2021, Standard Life Aberdeen changed its name to abrdn to reflect a more modern brand, with then chief executive Stephen Bird describing it as "highly differentiated" and "dynamic and, most importantly, engaging for all our client and customer channels."
Response to the rebrand wasn't as expected, however; the decision to remove all the Es and do away with capital letters was widely mocked.
At one point, the derision was described by a senior abrdn executive as "corporate bullying."
Diese Geschichte stammt aus der March 24, 2025-Ausgabe von Financial Standard.
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