Too cool for schl? Linguists pour scorn on Abrdn rebranding

Too cool for schl? Linguists pour scorn on Abrdn rebranding

The Guardian

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After changing name and dropping vowels, Standard Life Aberdeen gets a pummelling from language experts

Should we be worried for the English language when companies drop their vowels to appear more modern? No, say leading linguists, but a company rebranding is wrong because it is ill-judged, confusing and is definitely not the zeitgeist. It stnks.

Standard Life Aberdeen announced on Monday a name change to Abrdn, joining brands such as Flickr, Scribd, Grindr and Tumblr in dropping vowels from their names. The move was met with bafflement and scorn from linguists, who wondered if the name was now pronounced Aburden, Abradon or Aberdeen.

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