Standard Life took a controversial route in a recent rebrand of one of its products. “Some might say a key requisite for a successful brand name is the ability to read and pronounce it
correctly,” per
Creative Bloq. “But it seems that wasn't a concern when it came to the recent rebrand for Standard Life Aberdeen, which saw the removal of all vowels from its
name. Yup, the financial firm is now (too) simply known as 'Abrdn'. The move has left the whole endeavor subject to confusion and, we're sorry to say, ridicule.”
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