The investment firm formerly known as Standard Life Aberdeen is making a U-turn, ditching its controversial "Abrdn" rebrand and returning to its original name, Aberdeen Group. The move comes after four years of the vowel-less moniker, which was widely mocked and apparently created more "distractions" than it solved.
The company, which boasts a 200-year history, adopted the "Abrdn" name in 2021. Executives reportedly spent a significant amount of time explaining the pronunciation of the name and fielding jokes about its unusual spelling. Now, under new leadership, the company is hoping the return to its roots will signal a fresh start.
A Controversial Rebrand
The initial decision to rebrand as "Abrdn" was met with skepticism and derision. Critics questioned the logic behind removing vowels from the name, arguing that it made the brand harder to recognize and pronounce. Some even suggested that the rebrand was a costly mistake that had damaged the company's reputation.
According to an article by Nils Pratley, "C’mon Abrdn, abndn the silly name, urged this column and many others when Standard Life Aberdeen decided to shorten its name to that of the granite city, just without three-quarters of the vowels."
New Leadership, New Direction
Jason Windsor, the new CEO of Aberdeen Group, described the decision to revert to the original name as "one of the easiest decisions I have ever had to make," effectively undoing the work of his predecessor, Stphn Brd. This suggests a clear shift in strategy and a recognition that the "Abrdn" brand had run its course.
The company hopes that the change will not only eliminate distractions but also contribute to improved performance. While it's too early to tell if the name change will have a significant impact on the bottom line, the move has been welcomed by many as a step in the right direction.
Looking Ahead
It remains to be seen how smoothly the transition back to Aberdeen Group will go. However, the company is clearly determined to put the "Abrdn" era behind it and focus on building a stronger, more recognizable brand. By embracing its heritage and adopting a more straightforward name, Aberdeen Group hopes to regain the trust and confidence of investors and customers alike.
"One of the easiest decisions I have ever had to make," said its new boss, Jason Windsor, undoing the handiwork of his predecessor, Stphn Brd.
The return to Aberdeen Group marks the end of a somewhat embarrassing chapter in the company's history. Hopefully, the new name will bring a new era of success.