Aberdeen AM rebrands
Aberdeen Asset Management has rebranded, with Australian clients already likely to have noted the change in look and approach.
The rebrand, unveiled to Money Management by Aberdeen Asset Management Australian managing director Brett Jollie, sees the company branding under a logo ‘Aberdeen — Simply asset management'.
Jollie said this flowed from the company having closely examined its strengths and presence in the market and deciding to simplify the message.
He said that in Australia the rebrand would see Aberdeen seeking to refresh its relationships and emphasise its strong asset management capabilities, including seeking to use its expertise to help lead industry discussion and debate.
The message behind the rebranding in Aberdeen's collateral materials is that "investors want traceable investment performance with a clear, human-driven investment approach based on solid, sensible principles, not quantitative theories".
Advertising around the Aberdeen rebrand is expected to roll out over coming weeks.
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