Aberdeen Restores the E's: Admitting 'Abrdn' Rebrand Wasn't That Clever

In a surprising turn of events, Aberdeen Group, the investment management firm previously known as Abrdn, has announced its decision to revert to its original name. The move comes four years after the company adopted the vowel-less moniker 'Abrdn' in an attempt to create unity across its business. However, the rebrand was met with widespread ridicule and criticism, leading the company to admit that the decision may not have been as clever as initially thought.

The 'Abrdn' rebrand, which was recommended by branding agency Wolff Olins, was intended to symbolize the free-flowing movement of money and create unity across the business by replacing five different brand names used by the Edinburgh-based firm. However, the rebrand faced significant backlash, with many comparing it to the short-lived European Super League football competition. The company was accused of corporate bullying for defending its name and accused the media of making fun of its name day in, day out.



The decision to revert to the original name 'Aberdeen Group' comes as the company reported strong financial results for 2024, with adjusted operating profit growing by 2% to £255 million. The company's share price jumped up by 12% following the announcement of the name change and the strong results. This suggests that the rebrand may have had a negative impact on the company's share price in the past, and that the return to the original name may have been a positive move for shareholders.

The new name change is a pragmatic decision that marks a new phase for the organization, as it focuses on delivering for its customers, people, and shareholders. The company's chief executive, Jason Windsor, stated that the name change was a way to remove distractions and focus on the company's core business. The decision to revert to the original name is a clear indication that the company has learned from its past mistakes and is committed to improving its overall market presence and shareholder value.

In conclusion, the 'Abrdn' rebrand was a controversial decision that ultimately damaged the company's public image and created confusion among customers. The decision to revert to the original name 'Aberdeen Group' is a pragmatic move that demonstrates the company's commitment to improving its overall market presence and shareholder value. The strong financial results and share price increase following the name change announcement suggest that the company has made the right decision in restoring the E's and admitting that the 'Abrdn' rebrand wasn't that clever after all.