UK Abrdn Faces ‘Corporate Bullying’ Over Rebrand Criticism

Published on July 26, 2024

Snapshot: Abrdn, formerly Standard Life Aberdeen, has faced criticism for its controversial rebranding, which involved removing vowels from its name. The company's chief investment officer, Peter Branner, has labeled this criticism as "corporate bullying" and questioned the fairness of targeting a company's rebranding efforts in such a manner.

Despite the backlash, Abrdn's CEO, Stephen Bird, has defended the rebrand, noting that clients have accepted the new identity. The rebrand was part of a strategic shift following the sale of the Standard Life name and the company's exit from the UK and European life insurance markets.

Key Quote: “I understand that corporate bullying to some extent is part of the game with the press, even though it’s a little childish to keep hammering the missing vowels in our name.” Peter Branner, CIO, Abrdn.

Full story: YAHOO NEWS

Other news

Visa ‘Prodigies’ Commits to Diversity and Innovation Ahead at Paris Ga

July 25, 2024
Andrea Fairchild, SVP of Sponsorship and Experiential Marketing at Visa, explains how the brand is leveraging long-standing Olympic and Paralympic partnerships to promote inclusion, support athletes, and enhance fan experiences and community engagement.

Interview: American Express Brand Transformation Attracts Gen Z

July 29, 2024
AdWeek’s Speed of Culture podcast hosts Mary Ellen Jelenek, former SVP of Global Brand Marketing and Sponsorships at American Express, to discuss the financial giant’s evolution into a lifestyle brand through experiential marketing and customer insights.