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Standard Life Aberdeen to change name to Abrdn

Labeled as branding in Domain Industry News, started by NickB, Apr 26, 2021

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  1. NickB

    NickB it's a mystery VIP

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    The views expressed on this page by users and staff are their own, not those of NamePros.
  2. Lox

    Lox _____ VIP

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    All good. They are using a proven OBD marketing technique to pitch the company story/ name to the media with absolute up$ result and in a very cheap way to capture clients-customers attention. ( in 9 hours, over 50k media sites covered the story, ... even BBC hit the red button )
     
    Last edited: Apr 26, 2021
  3. pb

    pb Top Contributor VIP ★★★★★★★★★★

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    In a year or two, they will change it back and get the coverage all over again.
    (like overstock.com -> o.co -> overstock.com; first and last time I heard of that company ;))
     
    Last edited: Apr 26, 2021
  4. NickB

    NickB it's a mystery VIP

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    Short term gains for long term pain though?
     
  5. bmugford

    bmugford www.DataCube.com PRO VIP ICA Member ★★★★★★★★★★

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    More pointless "rebranding".

    Some near 200 year old investment company trying to be cool and edgy!

    Brad
     
    Last edited: Apr 26, 2021
  6. Lox

    Lox _____ VIP

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    ... announces its intention to change its name ...
     
  7. DirkS

    DirkS Dutchman.info VIP

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    Ouch... That 'a' in their logomark... Reminds me of spaceinvaders :)
     
  8. Lox

    Lox _____ VIP

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  9. wot

    wot Top Contributor VIP ★★★★★★★★★★

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    Not exactly going to pass the radio test. Will sound like somebody is drunk trying to say Aberdeen!
     
  10. HotKey

    HotKey Made in Canada VIP

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    It's like they're using an abbreviated dn or something..

    Shorter not always better, this one does not jump out as an obvious connection to aberdeen. Trying to shorten an 8 character word containing 4 vowels, this kind of brnd method wrks better when jst removing a single vowel, maybe two at most.
     
  11. ReallyBigIdea.com

    ReallyBigIdea.com Established Member

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  12. bmugford

    bmugford www.DataCube.com PRO VIP ICA Member ★★★★★★★★★★

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    Reg fee. LOL
     
  13. DirkS

    DirkS Dutchman.info VIP

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    Well, at least there were some creative thinkers before them who came up with the same splendid idea:

    Screenshot_20210427-081148.png
     
  14. bmugford

    bmugford www.DataCube.com PRO VIP ICA Member ★★★★★★★★★★

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    This company has been around since 1825, and this is the best they can do...

    It reminds me of the classic SNL skit with Dillion Edwards Investments and their domain choice.

    https://dula.tv/videos/clown-penis-dot-fart/
     
    Last edited: Apr 27, 2021
  15. NickB

    NickB it's a mystery VIP

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    I don't want to get bogged down with the bold back and forth's......

    The new identity, developed by the branding agency Wolff Olins, will be rolled out this summer “alongside implementation of a full stakeholder engagement plan to manage the transition”. The company would not reveal the cost of rolling out Abrdn, which will replace five brands the company had been using across its business.

    Intending to change it this summer, will be changing it this summer - whatever the wording is, they still have time to stop the madness......
     
  16. Recons.Com

    Recons.Com Top Contributor VIP

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    I don't know. I like it. Abrdn is actually how the Scots pronounce Aberdeen :-D

    Also that is exactly what Arabs and Jews do with every word removing all vowels except the first one.
     
  17. wot

    wot Top Contributor VIP ★★★★★★★★★★

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    But they don't spell it that way.:xf.smile:
     
  18. bmugford

    bmugford www.DataCube.com PRO VIP ICA Member ★★★★★★★★★★

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    Investment companies are generally supposed to be boring and stable. I am not looking for my 200 year old investment company to be a hipster startup. :xf.smile:

    This is a company with like 6,500 employees. Surely they could do better.

    Though in fairness, IBM has far more resources and their new brand is not much better -

    https://www.businesschief.com/corpo...ces-name-and-location-new-independent-company

    Kyndryl is the modern adaptation of two words: Kyn, derived from the word kinship and referencing the belief that relationship with people are at the centre of the stategy; and Dryl, from tendril, referencing new growth and that together with customers and partners, business helps advance human progress.

    "Kyndryl evokes the spirit of true partnership and growth," says Martin Schroeter, CEO of Kyndryl. "Customers around the world will come to know Kyndryl as a brand that runs the vital systems at the heart of progress, and an independent company with the best global talent in the industry."


    I wonder how much they paid a marketing firm to come up with that turd.

    Brad
     
    Last edited: Apr 27, 2021
  19. pb

    pb Top Contributor VIP ★★★★★★★★★★

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    E.g. they could go with .scot :whistle:
     
  20. NickB

    NickB it's a mystery VIP

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    I'm in the office on my tod at midnight chuckling out loud while ruefully shaking my head to this 😄
     
  21. King

    King Investor & Creator VIP Gold Account

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    Global version of The Guardian

    :ROFL:
     
  22. Samer

    Samer Top Contributor VIP

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    SCHL is Scholastic Corporation’s ticker symbol
    Four letter short names indefinitely cooler, and usually many public compani dont own its com unless “AMZN.com” they rich (no re-direct too!)

    Why is AAPL.com for sale!! Buy it fools, Apple.
     
    Last edited: Apr 29, 2021
  23. HotKey

    HotKey Made in Canada VIP

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    That extra A doesn't really connect with apple in terms of this kind of abbrv., "APPL" is more relevant and looks like they have it.

    **

    On a side note, is there a domaining term for this kind of abbreviated branding, or just falls under "brandables"? Call them abbrv's..
     
  24. Recons.Com

    Recons.Com Top Contributor VIP

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    They fall under brndbls category
     
    Last edited: May 2, 2021
  25. pb

    pb Top Contributor VIP ★★★★★★★★★★

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    AAPL is their NASDAQ ticker symbol.
     

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