Abrdn adds back vowels after widely-mocked rebrand

Published On Mar 4, 2025, 6:41 AM

Aberdeen Group (previously known as Abrdn) has reverted to its original name following significant public criticism and mockery of its previous rebrand. The company's CEO stated that this change marks the beginning of a new phase for the firm, coinciding with a return to profitability and a revamp of its strategy. The company's shares seem to have reacted positively to the announcement, with a focus on improving profit growth and taking steps to reshape its leadership.