Abrdn, formerly known as Standard Life Aberdeen, has faced criticism from the media for its decision to change its name three years ago. Despite enlisting the help of branding agency Wolff Olins to advise on the change, the asset manager has been unable to escape 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.
Chief Investment Officer Peter Branner has accused the media of engaging in “corporate bullying” by continuously 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.
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
