Aberdeen Group, one of the UK’s oldest investment firms, re-embraces its historical name after four years of dropped vowels in a bid to modernize its brand perception. The recent change reflects a growing awareness of the risks associated with corporate rebranding strategies that prioritize trendy aesthetics over genuine identity.
When Vowel-Stripping Brands Miss the Mark: Aberdeen's Comeback
When Vowel-Stripping Brands Miss the Mark: Aberdeen's Comeback
Aberdeen Group restores vowels to its name after an ill-fated rebranding attempt, shedding light on the pitfalls of trendy corporate identity.
In a move signaling a return to its roots, Aberdeen Group has officially reverted its name from "abrdn" to "Aberdeen," reinstating the vowels that were removed in a 2021 rebranding effort meant to convey a digitally savvy image. The firm, boasting a history of over 200 years, has faced considerable backlash since adopting the changed name, which many critics deemed to lack authenticity.
Chief Executive James Windsor, who took office last year, announced the reversal on Tuesday, emphasizing the desire to “remove distractions” just weeks after insisting he had no intention of altering the name again. The 2021 brand strategy aimed to reflect a modernized identity but ultimately fell flat, underscoring the notion that not all branding trends resonate positively with consumers.
Branding experts suggest that the trend of dropping vowels, once popularized by tech firms in the 2000s, can become quickly outdated and may alienate customers seeking authenticity. Notable companies such as Grindr, Flickr, and the originally misspelled 'twttr' (now Twitter) have flirted with this approach, but many have since found more traditional names resonate better.
Laura Bailey, a linguistics lecturer at the University of Kent, points out that engaging in formerly trendy branding strategies can often appear forced, much like when parents attempt to adopt youthful slang. As corporate rebrandings evolve, companies must balance modern impressions with their foundational identity to ensure alignment with their consumer base.
In light of the Aberdeen situation, other firms contemplating similar branding changes may want to reconsider the long-lasting implications of trendy choices in their names.
Chief Executive James Windsor, who took office last year, announced the reversal on Tuesday, emphasizing the desire to “remove distractions” just weeks after insisting he had no intention of altering the name again. The 2021 brand strategy aimed to reflect a modernized identity but ultimately fell flat, underscoring the notion that not all branding trends resonate positively with consumers.
Branding experts suggest that the trend of dropping vowels, once popularized by tech firms in the 2000s, can become quickly outdated and may alienate customers seeking authenticity. Notable companies such as Grindr, Flickr, and the originally misspelled 'twttr' (now Twitter) have flirted with this approach, but many have since found more traditional names resonate better.
Laura Bailey, a linguistics lecturer at the University of Kent, points out that engaging in formerly trendy branding strategies can often appear forced, much like when parents attempt to adopt youthful slang. As corporate rebrandings evolve, companies must balance modern impressions with their foundational identity to ensure alignment with their consumer base.
In light of the Aberdeen situation, other firms contemplating similar branding changes may want to reconsider the long-lasting implications of trendy choices in their names.
