Phaara
BBC Business Reporter
Getty images
The AbrDN investment company will add the vowels to its name after having deposited them in a brand change which has largely mocked.
The firm said that it will now be called the Aberdeen group. In the past, it was Aberdeen Standard Life and Aberdeen Asset Management.
His brand change in Abrdn in 2021 was largely mocked, some saying that he seemed to be a typing foul, and other jokes in the company had “irritable vowel syndrome”. The company said mockery is equivalent to “corporate intimidation”.
Head of Management, Jason Windsor said that the last name change would delete “distractions”.
“This is a pragmatic decision marking a new phase for the organization,” said CEO Jason Windsor, when he revealed a recast of strategy.
‘LV Abdn Aln’
The company has faced a mockery dam in the past four years since the brand change in Abrdn under the previous boss Stephen Bird.
He attracted the reaction to social networks with a user publishing an account model of Word game. The letters Abdn are indicated on the table of letters behind the presenter Rachel Riley, with the words “another consonant please Rachel …”
A new version of the image was published Tuesday with a joking user who reintegrated the vowels was responsible for the increase in the course of the company’s action.
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When a senior manager said in 2024 that the mockery around his name was the intimidation of companies, the Financial Times responded by publishing an article which read “LV Abrdn Aln” (Leave AbrDN alone), while City AM ran with a first page which said “AbrDN: Anpoloition – Sry We Kp Tkng th Pss of Yr mssng Vwls”.
Ancreoises for large companies have in the past proven to sail. Royal Mail, for example, caused a public outcry after suggesting a name change in “instruction” in 2002.
A few years ago, Volkswagen was greeted with derision after the joke of an April Fool has missed. The German car giant was forced to deny that he changed his name to “Voltswagen” in the United States, although he said in a press release that he would.
The announcement of Tuesday of the Aberdeen group came because it revealed a return to profit in 2024 with profits before taxes of 251 million pounds sterling.
As part of Mr. Windsor’s new strategy, he said he was starting to find a new president and increased the objectives of for -profit.
The company said it expected the costs associated with the change of name is “negligible”.
