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Why the Abrdn rebrand is a poorly timed distraction

You have to feel a little sorry for Standard Life Aberdeen (LSE: SLA), which this week announced that it was rebranding by removing all of the vowels from its name to become ‘Abrdn’. The underlying rationale behind the change was sound: in February the asset manager sold its Standard Life brand and wanted to end any subsequent brand confusion by dropping ‘Standard Life’ from its name.

You have to feel a little sorry for Standard Life Aberdeen (LSE: SLA), which this week announced that it was rebranding by removing all of the vowels from its name to become ‘Abrdn’.  The underlying rationale behind the change was sound: in February the asset manager sold its Standard Life brand and wanted to end any subsequent brand confusion by dropping ‘Standard Life’ from its name.