Abrdn chief executive Stephen Bird says he has no regrets about the controversial rebrand of Standard Life Aberdeen.
“I would 100% do it again - you’ve no idea how many people regard it as a good thing,” he told Financial News.
While dropping the vowels was met with ridicule across social media when the change was announced at the end of April last year, Bird said it has since made the group better recognised - pointing to brand research that shows abrdn has recently risen to become the second most recognised asset manager behind BlackRock.
