Abrdn, a centuries-old investment firm, faced criticism from media outlets for its decision to rebrand from Standard Life Aberdeen. The company’s Chief Investment Officer, Peter Branner, accused the press of “corporate bullying” for continuously making jokes about the change. Branner expressed his frustration with the media’s focus on the missing vowels in the new name, deeming it childish and unethical.
Despite the backlash, Abrdn proceeded with the rebranding in 2021 after a merger between Standard Life and Aberdeen Asset Management in 2017. The company enlisted the help of branding agency Wolff Olins to advise on the change. However, the media continued to poke fun at the new name, with some even suggesting that Abrdn was suffering from “irritable vowel syndrome.”
The Financial Times and City AM were among the outlets that published satirical content related to Abrdn’s name change, prompting Branner to question whether similar jokes would be made about an individual. He emphasized that while it may be acceptable to mock companies, it may not be ethical to do so continuously.
Abrdn’s spokesperson commented on the situation, stating that the company respects the media’s freedom to report on businesses but hopes that
