Asset Manager Abrdn Accuses Media of Corporate Bullying Over Name Jokes

The asset management firm Abrdn, formerly known as Standard Life Aberdeen, has accused the media of engaging in corporate bullying following persistent jokes about its name change.

In an interview with Financial News, the firm’s Chief Investment Officer Peter Branner expressed frustration at the ongoing ridicule the company has faced since rebranding to Abrdn, dropping the vowels from its original name.

Branner called the media’s behavior "childish" and questioned the ethics of continuously poking fun at the company’s new name, stating that such treatment would not be acceptable if directed at an individual.

Following the name change in 2021, Abrdn sought a modern and future-focused image but has been the target of jokes and jabs, with publications like the Financial Times and City AM poking fun at the missing vowels in the name.

Founded through the merger of Standard Life and Aberdeen Asset Management in 2017, Abrdn underwent the name change after selling off its UK and European life insurance arm and relinquishing the Standard Life brand name to Phoenix Group.

The firm enlisted Wolff Olins as a branding agency for the rebranding process, but instead of praise, Abrdn has found itself under constant scrutiny and mockery, with some critics dubbing it as suffering from "irritable vowel syndrome."

Peter Branner highlighted the double standard in the treatment of companies compared to individuals, questioning the ethics of the media’s relentless jests at the expense of Abrdn.

Notable past name changes like Elon Musk‘s Twitter rebranding to X and the attempted switch of Royal Mail to Consignia have also faced significant backlash, highlighting the sensitivity and impact of corporate identity changes.