Few company makeovers have acquired as a lot stick (even right here, one appears to recall) as Aberdeen Asset Administration’s morph into Abrdn.
However the monetary big is sticking to its weapons with model chief Stephen Whitehead, who’s additionally spirited up the tagline “funding as a power for good.” Which received’t get common approbation.
Whitehead says: “It (will) assist elevate the dialog to new and current audiences, from being perceived as grasping, self-interested and solely about private, capital progress, to being a constructive energy.”
Chances are you’ll as effectively keep on with your weapons and company Iris has produced a reasonably profitable old-style company advert which, unusually, seeks to show how the funding professionals at Aberdeen truly attempt to enhance issues.
In comparison with the fluffy guff UK banks routinely churn out, it’s a breath of recent air.
MAA inventive scale: 8.