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Abrdn has defended its decision to drop most of the vowels from its name following claims that the brand makeover has made it a victim of “corporate bullying”.

Abrdn - which is obviously pronounced Aberdeen - accused CityAM newspaper of 'corporate bullying' after it rebranded from Standard Life.

Peter Branner accuses press of making ‘childish jokes’ about rebrand, which would not be acceptable if firm was a person

Behind the spin the firm means all ‘Aberdeen’ domain names are taken, but that’s no excuse ‘Modern, agile and digitally enabled’? More like justification for a large bill from the designers. Photograph: Standard Life Aberdeen/Reuters ‘Modern, agile and digitally enabled’? More like justification for a large bill from the designers. Photograph: Standard Life Aberdeen/Reuters Mon 26 Apr 2021 08.59 EDT Last modified on Mon 26 Apr 2021 09.09 EDT Don’t look weird and make the name easy to write. In planning to call itself Abrdn, Standard Life Aberdeen has br...

Ludicrous Abrdn rebrand exposes SNP's fragile ideas Read this exclusive extract from our City Intelligence newsletter and sign up at the bottom of the article to get it every weekday lunchtime 26 April 2021 • 4:59pm It’s a vintage time for corporate name changes. Volkswagen gave us Voltswagen, a nod to an electrical future, briefly anyway. The April Fool’s prank backfired, not least because the wags in the marketing department forgot that an essential element of an April Fool’s joke is that it coincides with April Fool’s Day, otherwise the joke is on you.  Last year Royal Bank of S...