‘Some other consonant please!’: Asset supervisor Same old Lifestyles Aberdeen is mocked on social media for converting its identify to ‘ABRDN’ to be ‘extra trendy, dynamic and tasty’
- Edinburgh-based monetary large introduced eye-opening rebrand this morning
- Leader exec Stephen Chicken says ‘Abrdn’ will interact each purchasers and shoppers
- Twitter customers have been left giggling as the brand new identify will likely be pronounced ‘Aberdeen’
- The surprise transfer follows the sale of the corporate’s Same old Lifestyles tag this yr
An Edinburgh-based asset control corporate has confronted ridicule on-line this morning after pronouncing plans to modify its identify to ‘Abrdn’ in a bid to replace the emblem.
Monetary large Same old Lifestyles Aberdeen declared its new identify, which will likely be pronounced ‘Aberdeen’, will lend a hand shore up and modernise its emblem id.
In a press liberate lately, leader govt Stephen Chicken stated: ‘Our new emblem Abrdn builds on our heritage and is trendy, dynamic and, most significantly, attractive for all of our Jstomer and buyer channels.
‘This is a highly-differentiated emblem that can create solidarity around the industry, changing 5 other emblem names that experience each and every been working independently.
‘Our new identify displays the readability of focal point that the management staff are bringing to the industry as we search to ship sustainable expansion.’
Same old Lifestyles Aberdeen has been mocked through loads of social media customers this morning after it introduced plans to officially exchange its identify to ‘Abrdn’
Chicken, who joined the corporate closing yr, added that the Abrdn rebranding procedure will start later this summer time, with the purpose of constructing a ‘digitally-enabled emblem that can be used for the entire corporate’s client-facing companies globally’.
However the transfer has been met with complaint throughout social media, with loads of customers wondering the rebrand.
Social media customers have been fast to indicate some side-splitting shortcomings with the ‘ABRDN’ rebrand. Whilst this person when compared it to Countdown, others requested if the selling division were given ‘bored’ or had made a ‘meaningless typo’
The transfer has been met with standard complaint throughout social media, with loads of customers wondering the rebrand
Same old Lifestyles Aberdeen declared its new identify, which will likely be pronounced ‘Aberdeen’, will lend a hand shore up and modernise its emblem id
Bizarre: As ‘Abrdn’ trended on Twitter this morning, many social media customers have been left scratching their heads over the deliberate rebrand
When corporate identify adjustments went fallacious – and proper
- Royal Mail shared its new corporate identify and emblem ‘Consignia’ in 2001.
- The rebrand value the corporate £1.5million, earlier than an embarrassing u-turn noticed them spend £1million to revert again to Royal Mail a yr later.
- However in 2007, broadcaster UKTV oversaw the a success transfer of its G2 channel to ‘Dave’, which has been dubbed ‘the house of witty banter’.
- The corporate made up our minds at the identify Dave as a result of in keeping with them: ‘We all know a bloke referred to as Dave’.
On Twitter, one person when compared Same old Lifestyles’s disemvoweling procedure to asking Countdown host Rachel Riley for consonants on the preferred recreation display.
Others steered that the selling division was once ‘losing interest’ or that they’ll have made a ‘meaningless typo.’
And Twitter person @Solomonsifa added: ‘No less than some issues are being named for what they’re… a burden.’
A spokeswoman for the company stated the identify exchange will permit the corporate to possess virtual belongings corresponding to apps and internet sites, with out confusion with town of Aberdeen.
The arguable new identify follows the corporate’s sale of its Same old Lifestyles emblem to existence insurer Phoenix previous this yr.
The Phoenix deal got here after Edinburgh-headquartered Same old Lifestyles merged with Aberdeen-based Aberdeen Asset Control in 2017.
Phoenix took at the Same old Lifestyles emblem in February and offered again one of the most companies it purchased from SLA in 2018, because the pair simplified their partnership.
Proportion costs of Same old Lifestyles Aberdeen have been up through 0.7 consistent with cent originally of buying and selling on Monday.