Abrdn rebrand: 'Clients may think advisers have punched a typo'

'A vowel please, Carol'

Sophie King
clock • 4 min read
The Abrdn brand, which the firm said is pronounced as "Aberdeen", will be accompanied by a new "visual identity" from this summer and progress throughout 2021.
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The Abrdn brand, which the firm said is pronounced as "Aberdeen", will be accompanied by a new "visual identity" from this summer and progress throughout 2021.

Financial advisers and commentators do not seem too impressed with the Standard Life Aberdeen (SLA) rebrand, with many suggesting the new name will only confuse investors.

On Monday (26 April) SLA revealed it is rebranding to Abrdn as part of efforts in "reshaping" the business and its growth strategy. The Abrdn brand, which the firm said is pronounced "Aberdeen", will be...

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