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th April 2021 12:10 pm
Rarely does a rebrand become an industry-wide talking point and yet social media has today been covered with comment and debate.
It has been inspired after one of the UK’s leading asset management firms revealed its latest incarnation.
‘Abrdn’, which was trending in the UK on Twitter, is the newly rebranded name of Standard Life Aberdeen. Pronounced “Aberdeen”, the new name is part of the company’s “modern, agile and digitally-enabled brand” and will be used for all the company’s client-facing businesses globally.
The roll-out process for the new brand will begin in the summer but many in the industry have already made their concerns clear.