[News] The most ridiculous corporate rebrand ever - and no, it's not Meta

[goldstone]

Standard Life Aberdeen becomes Abrdn. And in a letter to investors they have to explain that the new name is pronounced "Aberdeen". How much do these companies waste on employing brand "experts" to dream up such crap?

 

[Swansman]

On this topic (well, kinda) I wouldnt mind if the club signed Bob Brereton if he rebranded himself as either Bereton, Breton or worst case even Brerton.

 

[Knocky's Nose]

Standard Life Aberdeen becomes Abrdn....

As long as we don't become 'Brtn n Hv Albn' I don't care...

 

[Motogull]

Standard Life Aberdeen becomes Abrdn. And in a letter to investors they have to explain that the new name is pronounced "Aberdeen". How much do these companies waste on employing brand "experts" to dream up such crap?

Far too much but then again these ideas need expensive drug fueled blue sky thinking sessions.

 

[Guinness Boy]

I suspect this is all a ploy to improve the layman's ability in the last round of Only Connect.

 

[Worried Man Blues]

I remember WHSmith having high street signs sticking out from their buildings with just a ! on it. So bleedin helpful when looking for their shop, marketears.

 

[schmunk]

Hw vry stpd...

 

[AmexRuislip]

Palarse

 

[PeterOut]

Standard Life Aberdeen becomes Abrdn. And in a letter to investors they have to explain that the new name is pronounced "Aberdeen". How much do these companies waste on employing brand "experts" to dream up such crap?

I'm struggling to understand how this is news?
It was announced in April - https://www.bbc.co.uk/news/business-56888611
It officially went live inJuly - https://www.thetradenews.com/standard-life-aberdeen-completes-rebrand-as-abrdn/

But however old it is, it is still stupid - and the senior managers / board who agreed with the cool and trendy rebranding gurus should never be trusted with anyone else's money again, ever.

(The BBC article does a pretty good job of highlighting how ridiculous it is.)

 

[Harry Wilson's tackle]

And here is the lovely SRSQ, who I have seen live

Pronounce that.

https://www.youtube.com/watch?v=u7zNZ7_8hKQ

 

[Tom Hark Preston Park]

Standard Life Aberdeen becomes Abrdn. And in a letter to investors they have to explain that the new name is pronounced "Aberdeen". How much do these companies waste on employing brand "experts" to dream up such crap?

Doubly dumb seeing as how Standard Life are based in Ednbrgh

 

[jackanada]

My favorite was when National Savings paid a branding consultancy millions with the brief to better reflect that they also offered investments.
National Savings & Investments.

Nice work if you can get it.