Few company makeovers have obtained as a lot stick (even right here, one appears to recall) as Aberdeen Asset Administration’s morph into Abrdn.

However the monetary big is sticking to its weapons with model chief Stephen Whitehead, who’s additionally spirited up the tagline “funding as a drive for good.” Which gained’t get common approbation.

Whitehead says: “It (will) assist elevate the dialog to new and current audiences, from being perceived as grasping, self-interested and solely about private, capital progress, to being a optimistic energy.”

You might as effectively persist with your weapons and company Iris has produced a moderately profitable old-style company advert which, unusually, seeks to reveal how the funding experts at Aberdeen truly attempt to enhance issues.

In comparison with the fluffy guff UK banks routinely churn out, it’s a breath of contemporary air.

MAA inventive scale: 8.