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Abrdn rebrand: 'Clients may think advisers have punched a typo'

Abrdn rebrand: Clients may think advisers have punched a typo
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A vowel please, Carol
The Abrdn brand, which the firm said is pronounced as Aberdeen , will be accompanied by a new visual identity from this summer and progress throughout 2021.
Financial advisers and commentators do not seem too impressed with the Standard Life Aberdeen (SLA) rebrand, with many suggesting the new name will only confuse investors. ....

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What do you think of Standard Life Aberdeen's new vowel-light moniker?

Updated: April 26, 2021, 4:17 pm
© Standard Life Aberdeen
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Standard Life Aberdeen (SLA) has revealed its new name to a mixed reaction, including some scathing comments on social media.
The Scottish financial services giant is rebranding to Abrdn plc, with the change expected to take place prior to the publication of the company’s half-year results in August.
And in a note offering some guidance for how to say its new vowel-light moniker, Edinburgh-headquartered SLA said it was pronounced “Aberdeen”.
It added: “The new Abrdn name… will be part of a modern, agile, digitally-enabled brand that will also be used for all the company’s client-facing businesses globally.” ....

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