An icon of Abrdn is seen in this graphic handout obtained on April 26, 2021. Standard Life Aberdeen/Handout via REUTERS
So, what’s the prblm? Nothing that a few ‘e’s wouldn’t help. On Monday asset managers Standard Life Aberdeen triggered a wave of mockery when it announced that its new brand name was Abrdn. Some described this move as a “misjudgement of historic proportions”, others pointed out that they couldn’t help reading it as “A Burden”.
Abrdn? Srsly?
This whole e-dropping thing isn’t new, is it? Not at all. In fact, that’s part of the problem with it. Back in 2004, flickr, who couldn’t obtain the domain name for flicker, launched themselves without an e and a whole string of other trendy tech brands followed: Tumblr, Grindr, Pixlr, Readr. “Being ‘e’ free distinguishes you from the run-of-the-mill, vowel-infested world,” said Esther Dyson, an investor in flickr. A 2015 article in Thought Matter, urged, “Go on, stand out from the crowd
The great philosopher William Morris once advised: “Have nothing in your house that you do not know to be useful or believe to be beautiful.”
This is probably why the two most dreaded words in the English language for me are “spring cleaning.” I never know if I’m going to make the cut.
There are other dangers to spring cleaning, such as filling yet another box full of cords and cables that MIGHT go to something you still have; doubling your collection of bits of string and bread twist ties; and wondering what’s about to collapse considering all the random screws you found lying around. It’s nerve-wracking.