Stephen Bird, CEO of ABRDN, has recently led the company’s rebranding efforts since joining the company in 2020. The global investment management firm, formerly known as Standard Life Aberdeen, has undergone a significant transformation under Bird’s leadership.

Bird has spent over 30 years in the financial services industry and brings a wealth of experience to his role at ABRDN. Prior to joining the company, he held various leadership positions at Citigroup and served as CEO of Citi’s Asia Pacific region.

Since taking over as CEO, Bird has been focused on repositioning ABRDN to better reflect the company’s values and mission. The rebranding process involved not only changing the name of the company but also updating its visual identity and brand messaging.

In explaining the rationale behind the rebrand, Bird stated that he wanted to create a more unified brand that better represented the company’s global presence and diversity. The new name, ABRDN, is a play on the word “Aberdeen” and is meant to symbolize the company’s commitment to innovation and modernization.

Bird’s leadership has been instrumental in driving the company’s transformation and growth. Despite the challenges posed by the COVID-19 pandemic, ABRDN has continued to make significant strides in expanding its global reach and improving its offerings to clients.

Under Bird’s guidance, the company has also made a renewed commitment to sustainability and social responsibility. ABRDN has set ambitious goals for reducing its carbon footprint and has launched several initiatives aimed at promoting diversity and inclusion within the organization.

Overall, Stephen Bird’s leadership at ABRDN has been marked by a commitment to innovation, sustainability, and social responsibility. The company’s rebranding efforts reflect his vision for a more modern and globally-oriented investment management firm. With Bird at the helm, ABRDN is well-positioned to continue its growth and success in the years to come. Read more on London Loves Business: https://londonlovesbusiness.com/stephen-bird-explains-why-he-led-abrdns-rebrand-since-joining-the-company-in-2020/