Vowels: Who needs them?
That, it seems, was the guiding principle behind the name change, announced April 26, of Standard Life Aberdeen PLC, an asset-management firm based in Edinburgh. The company name will henceforth be rendered as Abrdn—but pronounced, as in days of yore, as “Aberdeen.”
In an official statement, the company’s chief executive, Stephen Bird, said: “Our new brand Abrdn builds on our heritage and is modern, dynamic, and, most importantly, engaging for all of our client and customer channels.” He also said the new brand “reflects the clarity of focus that the leadership team are bringing to the business as we seek to deliver sustainable growth.”
Many, many people begged to differ.