Abrdn’s Rebrand Reversal and a History of Corporate Missteps
New York Times
A British investment firm restored most of the vowels to its name after a widely ridiculed revamp that showed the pitfalls of trying to look cool in the digital age.
https://www.nytimes.com/2025/03/07/world/europe/aberdeen-abrdn-rebrand-vowels.html