No E, please: Standard Life Aberdeen to ditch key vocal in corporate rebranding effort

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At the very least, the new name for Standard Life Aberdeen will be easier to place in Scrabble. The fund manager said Monday that it will change its corporate name to Abrdn plc. The mostly vowelless rebrand, which will be pronounced as the Scottish town in its current corporate name, will be ‘part of a modern, agile and digitally enabled brand that will also be used for all of the company’s customer-facing businesses Worldwide”.

Continuing the corporate pitch, the SLA fund manager, + 0.73% with £ 534.6 billion ($ 744 billion) in assets under management at the end of 2020, said the name change “marks the next stage in the reshuffle of the business and growth focused on the future strategy. ” The fund manager, formed after the 2017 merger between Standard Life and Aberdeen Asset Management, has been operating under five different brands. The name change must take place before the first half results are released in August. On social media, the change brought a predictable roast. For Americans, the name change generated memories of similar corporate rebranding inspired by mergers and acquisitions, such as Truist Financial TFC, + 3.15% from the merger of banks BB&T and SunTrust.