The 200-year-old asset manager, formerly known as abrdn, has reverted to its original name, aberdeen, in response to widespread mockery of its previous rebranding. CEO Jason Windsor articulated that this change aims to 'remove distractions' and marks a new chapter for the organization. The criticism surrounding the name change has been described as 'corporate bullying', while the firm aims to distance itself from modern branding trends. Alongside the name change, the company has seen a 9% stock price increase, indicating investor approval amidst ongoing challenges in revenue.
The rebranding back to 'aberdeen' signifies a move to remove distractions and marks a pragmatic decision for the organization's new phase.
Criticism of the previous name change was labeled as 'corporate bullying' by Chief Investment Officer Peter Branner, highlighting how mockery can affect corporate reputations.
The 9% rise in stock price post-rebranding indicates that the change was well-received by investors, boosting year-to-date gains substantially.
The decision to restore the original name reflects the tension between modern branding trends and the longstanding identities of established firms.
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