Stephen Bird, chief executive of Standard Life Aberdeen, or Abrdn as it is now to be known, has long been a digital evangelist.
Bird joined the asset manager last year from Citi, where he was chief executive of global consumer banking.
Speaking to Euromoney in 2017, Bird explained: “The journey to becoming a future-proof, truly digital bank is as much about transforming culture as it is about transforming underlying technology.”
He found this out the hard way last month.
Vowel play
Announcing the fund manager’s largely vowel-less rebrand to widespread incredulity and mirth, he insisted that the new name was a “modern, agile, digitally enabled brand”, as well as describing it as dynamic and engaging.
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