Investment Manager Faces Criticism for ‘Corporate Bullying’ over Name Change

Three years ago, Abrdn, previously known as Standard Life Aberdeen, made the decision to change its name. The asset manager shortened its name and dropped the vowels in a move that has been met with criticism from the media.

Chief Investment Officer Peter Branner accused the media of engaging in “corporate bullying” by making jokes about the company’s name change. He pointed out that it would be unethical to treat an individual in the same way and expressed his frustration with the persistent ridicule.

Despite enlisting the help of branding agency Wolff Olins to advise on the change, Abrdn has been unable to escape the jokes and jibes from the media. Some have even suggested that the company suffers from “irritable vowel syndrome,” further adding to the scrutiny and mockery.

This is not the first time a company has faced backlash for a name change. Examples such as Elon Musk renaming Twitter as X and the failed attempt to change Royal Mail to Consignia in 2001 have also been heavily criticized in the past.

An Abrdn spokesperson responded to the situation by stating that while they appreciate different opinions and assessments of companies they cover, they are committed to their new identity and continue to focus on their investment strategies and services for clients. Despite ongoing jokes, Abrdn remains resolute in its approach towards its business operations.