From the title of this post, you may well be wondering what on earth is this particular post is all about and I can’t say I would blame you, but fear not for all will be revealed.

You may find that the following article is full of modern business speak which is extremely hard to translate into English but I will attempt to translate wherever possible, in simple language Edinburgh based financial services giant Standard Life Aberdeen yesterday unveiled plans to change its name to Abrdn.

Now this is where it starts to get complicated for it says the new name will be pronounced Aberdeen and I quote, “will be part of a modern, agile, digitally enabled brand that will also be used for all the company’s client-facing businesses globally.”

The explanation of “client facing” I am unsure of as I would have thought it would be thought somewhat rude to turn one’s back on a client and not to face them.

The new name Abrdn was dreamt up by a brand consultancy called Wolff Olins but one wonders how many people they consulted, for had they asked me I could have told them there was nothing wrong with the old name.  

A spokesperson for Abrdn said, “the rebranding roll-out process for the new name and associated visual identity will begin in the summer and progress through 2021, alongside implementation of a full stakeholder engagement plan to manage the transition,” which I think means, they will be putting the new name above the shop during 2021.

Mr Stephen Bird, chief executive of Standard Life Aberdeen, said “Our new brand Abrdn builds on our heritage and is modern, dynamic and, most importantly, engaging for all of our client and customer channels,” and continued, “our new name reflects the clarity of focus that the leadership team are bringing to the business as we seek to deliver sustainable growth.”

Standard Life Aberdeen declared that “the new brand identity marks the next stage in the reshaping of the business and future-focused growth strategy.”

How on earth a jumble of letters can be modern, dynamic and engage clients and customer channels, (whatever a customer channel may be) whilst reshaping the business and future-focused growth strategy.

Having translated, from modern business speak I think what it basically says is; business renamed to a collection of jumbled letters, though God knows why, or to put it more succinctly, WHAT A LOAD OF BOLLOCKS!

Abrdn: Standard Life Aberdeen vowel-less rebrand mocked - BBC News


About The Diary of a Country Bumpkin

I am a retired actor, although to be honest I only retired because I wasn't getting any work due to losing my agent when I became a full time carer to my mother who had dementia. and the option of becoming an unemployed actor/waiter at my age was ludicrous, especially as my waiting skills are non-existent. Having said I’m retired, I don’t think there really is such a thing as a retired actor for I am still available for work, I just don’t have an agent or any connections with regards to obtaining any worthwhile work. I have over the years done student films when there is nothing else available, always low paid (if at all) the only incentive was always the promised copy of the finished film for your show reel which nine times out of ten always failed to materialise. I spent many years looking after my aged mother and shortly after her death I was lucky enough to run into an ex-girlfriend of many years ago and our romance blossomed once again, resulting in us getting married in 2013. My move to the countryside inspired me to write The Diary of a Country Bumpkin which tells of my continuing dilemmas in dealing with the rigors of the countryside from the unexpectedly large number of pollens, fungal moulds and hay products waiting to attack the unsuspecting townie. I enjoy writing, see my play Dulce Et Decorum Est Pro Patria Mori on The Wireless Theatre Company, The Plays Wot I Wrote and The Battle of Barking Creek both available on Amazon.co.uk and am very fond of classic cars so my ideal occupation would be acting in a film I had written set in the 1930s/40s, we live in hopes. I am delighted to say that since venturing to the countryside where space is not quite the premium it is in town, I have due to the availability of two double garages acquired more classic cars to form a small collection the pride of which are a 1947 Bentley Mk VI and a 2000 Bentley Arnage. My various blogs and websites are continually evolving and I’m sure that by following the appropriate links you will find something which will edify or amuse. I have written a number of different books all available on Amazon, so don't be shy should you feel the urge to purchase. https://www.amazon.co.uk/Mr-Joe-Wells/e/B06XKWFQHT/ref=dp_byline_cont_book_1
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5 Responses to ABRDN.

  1. SueW says:

    Oh, I love your interpretation and I agree. What a load of codswallop! and that just the spiel.

  2. Perhaps they would take you on as a consultant!

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