Too cool for schl? Linguists pour scorn on Abrdn rebranding - 0 views
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kainoapaul22 on 24 May 21This article discusses a recent branding trend in which companies drop vowels from their names with the intent of appearing more modern. Following companies like Flickr, Scribd, Grindr, and Tumblr, Standard Life Aberdeen recently announced a name change to Abrdn. This move has been met with criticism by the public and linguists alike who've deemed it a failed attempt to be use youth language and appear "edgier." Linguists have brought up that dropping vowels can only be effective with certain words. Since Abrdn drops two vowels, it makes it much more difficult to pronounce, which could lead to brand unfamiliarity. On the other hand, other linguists argue that it simply feeds off a modern language trend, and could indeed be accomplishing its goal.