I would say Aberdeen asset management made two mistakes here: 1) they didn't notice they still had a vowel right at the very start of their name, immediately m

I would say Aberdeen asset management made two mistakes here: 1) they didn't notice they still had a vowel right at the very start of their name, immediately marking them out to the kids as uncool. 2) Failing to explore/deliver comarketing opportunities. Obviously the Scottish city of Aberdeen could and should have followed suit and dropped the vowels from local signage. After such elementary blunders it's no surprise to see the rebranding failed.