Finance

Why the Abrdn rebrand is a poorly timed distraction

Is Abrdn focusing too much on the gloss of branding as a clear distraction from the the hard task of fixing its underlying fundamentals?

I have to feel slightly sorry for Standard Life Aberdeen (LSE: SLA). This week it announced that it was going to rebrand by removing all of the vowels from its name - becoming ABRDN. The change follows the asset manager selling the Standard Life brand and wanted to end any confusion by dropping the two words from its name.

Users on Twitter were quick to point out that when a company has to begin to clarify its name, something is wrong. It begs the question of why did they not revert back to their former name which was 'Aberdeen Asset Management'. In my opinion, it is a clear sign of using a branding agency, spending lots of money on it and then getting a little lost.

Branding is everything, no matter the company. If you have to begin to explain how you spell and pronounce your company's name in a press release then something is up.

Who knows, maybe ABRDN will have the last laugh - at least people are talking about the company.

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