SCOTTISH investment firm Abrdn has claimed it is the victim of “corporate bullying” in the media after it scrapped vowels from its name in a heavily-criticised rebrand, according to a banking boss at the firm.
The investment company changed its name from Standard Life Aberdeen in 2021 after working with agency Wolff Olins for its new identity.
Peter Branner, chief investment officer at the business, hit out at the criticism in comments which have also faced fresh mockery.
READ MORE: Fife: 'Much-loved' Scottish restaurant put up for sale
He told Financial News: “I understand that corporate bullying to some extent is part of the game with the press, even though it’s a little childish to keep hammering the missing vowels in our name.
“Would you do that with an individual? How would you look at a person who makes fun of your name day in, day out? It’s probably not ethical to do it.
“But apparently with companies it is different.”
The company, which had been formed by a £3.8 billion merger in 2017, launched the major rebrand four years later after selling its Standard Life name as it exited the UK and European life insurance market.
Stephen Bird, chief executive of Abrdn, defended the change at the time and said its clients had “fully embraced” the move.
However, the change prompted criticism from City analysts and media commentators, who joked the company was “disemvowelled” and had “irritable vowel syndrome”.
Branner’s latest comments also drew fresh criticism.
Financial News joked that the business should “gt ovr it”, while the City AM newspaper referenced the mockery on its front page, with an “aplgy” to the business.
Why are you making commenting on The National only available to subscribers?
We know there are thousands of National readers who want to debate, argue and go back and forth in the comments section of our stories. We’ve got the most informed readers in Scotland, asking each other the big questions about the future of our country.
Unfortunately, though, these important debates are being spoiled by a vocal minority of trolls who aren’t really interested in the issues, try to derail the conversations, register under fake names, and post vile abuse.
So that’s why we’ve decided to make the ability to comment only available to our paying subscribers. That way, all the trolls who post abuse on our website will have to pay if they want to join the debate – and risk a permanent ban from the account that they subscribe with.
The conversation will go back to what it should be about – people who care passionately about the issues, but disagree constructively on what we should do about them. Let’s get that debate started!
Callum Baird, Editor of The National
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here