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Benjamin Robertson
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Standard Life Aberdeenâs new name may not have won broad acclaim, but at least itâs easier to Google.
The UK asset manager is now officially known as abrdn plc, all lower case and pronounced âAberdeenâ. The April announcement of the coming change unleashed a raft of mockery on Twitter. But chief executive officer Stephen Bird said on Monday the shortened name makes it easier for people to search for the company online, as well as avoiding copyright issues.
The asset managerâs CEO, Stephen Bird, said that, unlike the old name, âabrdn is a unique ownable assetâ.Â
Standard Life Aberdeen switches to ridiculed name
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