Abrdn’s Rebrand Reversal and a History of Corporate Missteps
Hw cn brnds sty cl? Nt by drpping vwls, one of Britain’s biggest investment firms concluded this week, when it announced it was adding back the “e’s” to its name four years after dropping them. The 200-year-old company is now called aberdeen group, effectively reversing a decision to rebrand as abrdn in 2021 in a…