11
th May 2021 11:32 am
What do you make of Standard Life Aberdeen’s planned name change to Abrdn? It is fair to say it has attracted more than its fair share of ridicule.
The day it was unveiled, I made my own minor contribution to that mockery on Twitter, describing it as an example of texting by illiterate teenagers before autocorrect was introduced.
Others have been even less kind, comparing the new name to Grindr, the gay and transgender online dating app; Tumblr, the microblogging website; or Scribd, the e-book subscription service.
But I now want to try to approach the discussion from a vaguely mature perspective.