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abrdn Rebrand Backlash: From Corporate Bullying to Fund Closures

Investment firm abrdn faces media backlash and fund closures in wake of rebrand. Is the name change a curse?

Investment firm abrdn recently underwent a rebranding, changing its name from Standard Life to abrdn. However, the new name sparked controversy, with the company's chief investment officer, Peter Branner, condemning the media for what he described as 'corporate bullying' over the name change. Despite the backlash, the firm stood by its decision, emphasizing that the mockery was unwarranted.

The criticism extended beyond the name change, as abrdn faced challenges with fund closures. Over 120 funds were slashed in just two years, a move attributed to cost pressures. The firm's chief executive, Stephen Bird, took drastic steps to streamline the company's product range, causing concern among investors and analysts.

Media outlets like City AM and The Drum reported on the ongoing scrutiny faced by abrdn, highlighting the sensitivity of rebranding in the corporate world. The debate between branding innovation and traditional values intensified as the company navigated through the storm of criticism.

In conclusion, the saga of abrdn's rebranding journey reflects the volatile nature of corporate identity in the public eye. The clash between modernization and legacy continues to shape perceptions of companies in the ever-evolving business landscape.

Interesting Fact: Despite the challenges, abrdn remains steadfast in its repositioning efforts, showing resilience in the face of adversity.

Interesting Fact: The media scrutiny on abrdn sheds light on the power dynamics between corporations and the press, raising questions about the boundaries of criticism in the business world.