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 bid to pitch itself as a “modern, agile, digitally-enabled brand.”

The decision four years ago was widely ridiculed. James Windsor, who took over as chief executive last year, said on Tuesday that it was time to “remove distractions” — less than two months after saying he had no plans to change the name.

Corporate rebrands can be critical to signifying a strategy shift but they also come with risks when companies veer too far from their purpose. Aberdeen’s vowel-dropping rebrand was just the latest example of a company reversing course after a new name failed to lift its performance or its reputation with customers.

The Perils of Chasing Trends

Removing vowels from brand names or using a name with a deliberately misspelled word was not uncommon in the 2000s, especially among trendy technology companies. Businesses including Grindr, Flickr, Tumblr and even twttr, as Twitter (now X) was initially called, embraced the aesthetic. But today, that style can look out of date and embarrassing, said Laura Bailey, a senior lecturer in linguistics at the University of Kent.

Often, when companies try to appear trendy, “by the time they get to it, it’s been around for too long,” Dr. Bailey said. “It’s like your parents doing it — it doesn’t seem right.”