Asset manager says new name reflects ‘clarity of focus’ but critics point out pronunciation issues
Standard Life Aberdeen has announced it is changing its name to Abrdn – pronounced “Aberdeen” – in a move that prompted immediate criticism of the asset manager’s “ill-thought out” rebranding.
The Edinburgh-based company, which dates back to 1825, said that the vowel-banishing change reflected a “modern, agile, digitally-enabled brand”. The new name, however, was not universally well received on Monday.
