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Standard Life Aberdeen announced name change to modernize brand identity
Photo by: Standard Life Aberdeen Website Tuesday, April 27, 2021 5:52 AM UTC
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The new brand and how to pronounce “Abrdn”
As per Reuters, Standard Life Aberdeen explained that its move to revise its name is part of the company’s plan to boost and update the firm’s brand. Now, while the new name lacks vowel letters, the company said that “Abrdn” will still be pronounced as “Aberdeen.” Our new brand Abrdn builds on our heritage and is modern, dynamic and, most importantly, engaging for all of our client and customer channels, Stephen Bird, Abrdn’s chief executive officer, said in a statement. “Our new name reflects the clarity of focus that the leadership team is bringing to the business as we seek to deliver sustainable growth.”
Standard Life Aberdeen has announced it is changing its name to Abrdn â pronounced âAberdeenâ â in a move that prompted immediate criticism of the asset managerâs âill-thought outâ rebranding.
The Edinburgh-based company, which dates back to 1825, said that the vowel-banishing change reflected a âmodern, agile, digitally-enabled brandâ. The new name, however, was not universally well received on Monday.
âThis is ill thought-out, it could be pronounced âa burdenâ,â said Jonathan Gabay, a brand expert. âThey are a financial company. What they do for customers is look at details, getting rid of vowels and letters makes it look like theyâve skipped over the most basic details in their name.â
Standard Life Aberdeen to change name to Abrdn theguardian.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from theguardian.com Daily Mail and Mail on Sunday newspapers.