@peter_IFAMAG reads Twitter so you don’t have to.
Standard Life Aberdeen plc revealed a rebrand today with a glossy social media campaign and press release, from now on the company shall be known as ‘ABRDN.” A monstrous Twitter storm ensued shortly after the announcement. IFA Magazine has put together a comprehensive guide of the ABRDN pile.
It is 8:09 AM, a golden spring sun blossoms over the British Isles, an Atlantic breeze still lingers in the morning air, the company formerly known as Standard Life Aberdeen declares; “It’s time…”
Today we’ve announced our change of name to Abrdn, part of a modern, digitally-enabled brand we’ll use across our businesses globally. Capital at risk. https://t.co/D5YUZx3RPO pic.twitter.com/kOw5NQVH7j
— StandardLifeAberdeen (@SLA_plc) April 26, 2021
Consultants soon came under the ire of the baying mob.
I need to know more about the consultants involved pic.twitter.com/5ZsxVOSUXC
— Julie Steinberg (@JBSteins) April 26, 2021
They have the tim, talnt and tchnology to understand you and your life, and the marketing resources to popularise a communal denouncement of vowels.
The company says it is now a “modern, agile, digitally enabled brand” that is now “highly differentiated". Or "hghly dffrntd"
— Mtthw Grrhn (@MattGarrahan) April 26, 2021
More and more influential tweeters followed suit, soon vowelless tweets peppered people’s feeds.
Abrdn s cty n nrthst Sctlnd. t s th thrd mst ppls cty n Sctlnd, n f Sctlnd's 32 lcl gvrnmnt cncl rs nd th ntd Kngdm's 39th mst ppls blt-p r, wth n ffcl 2018 ppltn stmt f 200,680 fr th cty
— Mike Bird (@Birdyword) April 26, 2021
Soon peoples minds went to ABRDN’s marketing team.
— Rbn Wgglswrth – Now digitally enabled (@RobinWigg) April 26, 2021
Memes percolated through digital streams.
— PD Colinton (@PDColinton) April 26, 2021
Some felt suspicious.
This is just an anagram of ‘Brand’: can’t help thinking someone in the branding consultancy team just won a massive bet with their colleagues
— Tom McPhail (@PensionsMonkey) April 26, 2021
And then when all was said and done…
I wonder how many people quietly don't mind the #abrdn rebrand but aren't saying because of the pile on? I don't mind it. Not that I'm an expert.
— Steve Nelson (@langcatsteve) April 26, 2021
What are your thoughts on these tweets?
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