Vowel movement: Abrdn renames itself Aberdeen to remove ‘distractions’
by Julia Kollewe from World news | The Guardian on (#6VNRP)
UK fund manager reverses 2021 rebrand that was criticised by brand expert as ill thought-out'
When the UK fund manager Aberdeen removed the vowels from its name four years ago, it prompted a wave of whimsical mickey-taking and caused its boss to accuse those mocking Abrdn of corporate bullying". Now, its new boss has performed a U-turn and returned to the company's original name - but without capital letters.
Alongside the Edinburgh-based company's annual results, chief executive Jason Windsor, the former finance chief who was promoted to the top job in September, announced the pragmatic decision" to bring back its vowels - and remove any distractions".
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