Reporting for BBC Business, Faarea Masud states that the investment firm Abrdn has decided to reverse a previous rebranding move by reintroducing vowels to its name. The company, previously known as Aberdeen Standard Life and Aberdeen Asset Management, faced widespread mockery for its Abrdn rebrand in 2021, with critics likening it to a typographical error. In response to the ridicule, Chief Executive Jason Windsor announced the return to the name “aberdeen group” to eliminate distractions and signify a new chapter for the organization.
The decision to restore vowels to its name is seen as a pragmatic move by Jason Windsor, aligning with a broader strategy revamp within the company. This reversal follows years of mockery since the initial rebranding to Abrdn under former boss Stephen Bird. The company was subject to ridicule on social media, with users humorously commenting on the missing vowels in its name. One user even jokingly credited the increase in the firm’s share price to the reintroduction of vowels in its branding.
Criticism of the company’s rebranding efforts has also extended to media outlets, with the Financial Times and City AM both joining in the mockery in response to claims of corporate bullying. Despite the challenges faced by big firms during rebranding, aberdeen group revealed a return to profit in 2024, with pre-tax profits reaching £251m. The company anticipates minimal costs associated with the name change, as Mr. Windsor moves forward with his new strategy, including the search for a new chairman and heightened profit growth targets
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