Remake, remodel and rebrand

Corporate rebranding efforts don’t pop out of nowhere and the flurry of efforts in recent months hint at the degree of change taking place in the sector right now. But what other factors play a part in the evident repositioning taking place?

It’s not often a company’s rebranding efforts hits the headlines and when it does, it will more often than not be for all the wrong reasons. So, Abrdn. In case you are wondering what happened to the letter ‘e’ in that name, this was exactly why the rebranding of investment group Standard Life Aberdeen caused…

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