An asset management company has been mocked online for announcing plans to change its name from Standard Life Aberdeen to Abrdn – which will still be pronounced “Aberdeen”.
The financial giant said it hoped the new name – uniting all its products under a single brand – would help to modernise the brand, although did not explain how dropping the Es would do this.
Today we’ve announced our change of name to Abrdn, part of a modern, digitally-enabled brand we’ll use across our b… https://t.co/6DKJ3Bm2xT— abrdn plc (@abrdn plc) 1619420973
However, the company – formed in 2017 when Standard Life merged with Aberdeen Asset Management – certainly appeared to achieve its aim this morning, with the new name quickly trending on Twitter as people ridiculed the change.
One user asked: “Is it April 1st again?” Another labelled the rebrand “Irritable Vowel Syndrome” and the question “What do you have against vowels?” was also posed.
Comparisons were made with TV quiz Only Connect’s missing vowels round, while Scottish singer Steve Byrne tweeted: “I give it six months. I’m from Arbrth after all.”
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Whether this is what the company had exactly intended when the move was announced is not clear, but there’s no such thing as bad publicity , is there?
Here’s what people had to say about the lack of vowels in the new name:
"Another consonant please Rachel..." #abrdn https://t.co/7CotVUngvO— PD Colinton (@PD Colinton) 1619428000
Y gt t b fkn kdng m https://t.co/RkINgBxdoS— Mike Bird (@Mike Bird) 1619421181
“ we’ve done focus groups , the feedback has been VERY positive” #abrdn https://t.co/Buzb2OtEA9— London Money (@London Money) 1619425899
As a financial services marketing guy, waking up to the news of Standard Life Aberdeen rebranding as Abrdn https://t.co/WVVyVYDWIx— Martin Bamford (@Martin Bamford) 1619422091
“ right now tell them you’re taking out all the letter e’s “ #aberdeen #abrdn https://t.co/TsSdkD3XHc— London Money (@London Money) 1619425377
Though, some made it clear they liked the new name – even if they were a bit sheepish in admitting it.
@simonnread I like it. A brand (also an anagram of Abrdn) name should be distinctive and stand for something. Too m… https://t.co/uGVEAlfU2L— simonsanders (@simonsanders) 1619431953
I...I quite like it? *ducks for cover* #abrdn https://t.co/5bATbS1o2p— Paul Robertson (@Paul Robertson) 1619430821
According to a video posted on the company’s Twitter account, the A in Abrdn has been taken from “Standard Life” not from “Aberdeen”, which some people appreciated:
I quite like Standard Life Aberdeen’s name change to Abrdn. It symbolises ‘burden’, but is also an anagram for ‘bra… https://t.co/Eig1h7DCby— Joseph Cotterill (@Joseph Cotterill) 1619435559
The rebranding will start to roll out over the summer and progress through 2021, the company said.
Chief executive Stephen Bird said: “Our new brand Abrdn builds on our heritage and is modern, dynamic and, most importantly, engaging for all of our client and customer channels.
“It is a highly-differentiated brand that will create unity across the business, replacing five different brand names that have each been operating independently.
“Our new name reflects the clarity of focus that the leadership team are bringing to the business as we seek to deliver sustainable growth.”
Well, it worked out alright for IRN BRU didn’t it?