A good name is rather to be chosen than great riches, proclaims Proverbs.
Since the 2017 merger of Martin Gilbert’s Aberdeen Asset Management and the dowager of Scottish insurance, Standard Life, the two firms have contrived to damage both titles.
The idea that the group’s new identity Abrdn will have financial advisers up and down the land celebrating ‘a brand that cuts through’ is risible.
It is more likely to have advisers pulling their hair out as they try to explain what it represents to clients deciding how to deploy hard-earned savings.
Makeover: The idea that Standard Life Aberdeen s new identity Abrdn will have financial advisers up and down the land celebrating a brand that cuts through is risible