Finance Breaking news Standard Life Aberdeen faces mockery for Abrdn rebrand last financial news
Breaking-Finance.Com - Asset manager Standard Life Aberdeen has, to widespread mockery, decided to change its name to Abrdn to reflect a "modern, agile, digitally-enabled brand".
Breaking-Finance.Com - Asset manager Standard Life Aberdeen has, to widespread mockery, decided to change its name to Abrdn to reflect a "modern, agile, digitally-enabled brand". The new vowel-light name will still be pronounced "Aberdeen" when it comes into effect later this year, along with a new "visual identity," says the firm.Says chief executive Stephen Bird: "Our new brand Abrdn builds on our heritage and is modern, dynamic and, most importantly, engaging for all of our client and customer channels."In a two minute video posted on Twitter, the company attempts to tie the rebrand to a new, technology-led business "fit for the future".Today we’ve announced our change of name to Abrdn, part of a modern, digitally-enabled brand we’ll use across our businesses globally. Capital at risk. https://t.
.twitter.com/kOw5NQVH7j— StandardLifeAberdeen (@SLA_plc) April 26, 2021 However, the big reveal prompted predictable ridicule on social media:"Another consonant please Rachel..." #abrdn pic.twitter.com/7CotVUngvO— PD Colinton (@PDColinton) April 26, 2021 Other companies got in on the mockery: Next time you want to remove a vowel, have a Snckrs, #YoureNotYouWhenYoureHungry— SNICKERS UK (@SNICKERSUK) April 26, 2021 Some responses were short and to the point:Twts.— Ben Pile (@clim8resistance) April 26, 2021 More seriously, one Tweeter raised the issue of whether the new name could pose problems for screen readers for blind people:Did you ask any disabled people about this?— Rachel Charlton-Dailey (@RachelCDailey) April 26, 2021
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