Abrdn CIO slams jabs at firm’s rebranded title

The press making jabs on the present title of asset supervisor Abrdn, which was rebranded from ‘Customary Life Aberdeen’, quantities to “corporate bullying,” the agency’s chief funding officer Peter Branner stated.

The agency introduced its renaming in April 2021 and has confronted constant ridicule, jokes and jibes within the media since then.

In a statement launched on the time, the agency stated its title was pronounced “Aberdeen”, as if the vowels remained included, and that the rebranding marked “the next stage in the reshaping of the business and future-focused growth strategy”. The agency’s CEO then described the brand new model title as “modern,” “dynamic,” and “engaging.”

In a Financial News interview out on Monday, Branner known as the media jibes in regards to the title “childish,” calling out press for the frequency of its jokes.

“I understand that corporate bullying to some extent is part of the game with the press, even though it’s a little childish to keep hammering the missing vowels in our name,” he stated.

He added that individuals wouldn’t deal with people on this approach, however that the press appeared to practise completely different requirements for corporations.

“Would you do that with an individual? How would you look at a person who makes fun of your name day in day out? It’s probably not ethical to do it. But apparently with companies it is different,” he added.

A spokesperson for Abrdn on Tuesday informed CNBC that the agency appreciated that “it is for the media to make their own assessments about the companies they wish to write about.”