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  • Writer's pictureJesse Livermore

Naming done really bad: "Aberdeen Asset Management" gone to "Abrdn"

Part of the Portfolio since 2021...

Naming Agencies often get a HUGE amount of money for finding new names and making sure that brand identity and legal stuff is in place. Leaving out three "e's" was certainly a very high priced job. Would love to see the final bill for all of that...


2017 Aberdeen Asset Management and Standard Life came together.


2021 they named it to Abrdn leaving out the "e's" and making it sound more fancy. I am sure: this will not stay forever - abrdn is a horrible name and I've never encountered anybody who thought it was a great fit.




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