THE ABRDN FIASCO SHOWS BRANDS HAVE TO PASS THE PUB TEST

Summary from the TLDR Design newsletter

Abrdn's vowel-dropping rebrand faced widespread ridicule, failing the "Pub Test," which assesses whether a brand name feels natural in conversation. Successful branding in trust-driven industries like finance should prioritize meaningful connections over fleeting trends, as seen in other failed rebrands like Weight Watchers' shift to "WW."