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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 ....