A chief at global investment company Abrdn has accused the media of being "childish", and says the firm are victims of "corporate bullying" after their rebranding in 2021.
The business insisted it was to create a “modern, agile, digitally enabled brand", but instead it left them facing widespread ridicule in international newspapers and on the BBC's Have I Got News For You.
"I understand that corporate bullying to some extent is part of the game with the press, even though it’s a little childish to keep hammering the missing vowels in our name," Peter Branner, the company's chief investment officer, said.
"Would you do that with an individual?" he questioned, in an interveiw with Financial News.
"How would you look at a person who makes fun of your name day in, day out?
"It’s probably not ethical to do it. But apparently with companies it is different."
A 'modern, dynamic, engaging' disemvowelment
The change in name from Standard Life Aberdeen to Abrdn was widely ridiculed.
The decision was reported as "phonetically challenged", while some said the company was experiencing "irritable vowel syndrome".
But Chief Executive Stephen Bird defending the decision, claiming clients had "fully embraced it".
The company has said the title is "modern, dynamic and engaging".
A spokesperson added: "As Peter made clear in his interview, we appreciate it is for the media to make their own assessments about the companies they wish to write about."