Abrdn has faced such incessant ridicule over its vowel-lite rebranding that it might now appear obvious that it would be ditched eventually. But the decision to do so is a surprise for several reasons.

For a start, it overturns the conventional wisdom of radical rebrands. This is that everyone will hate them to begin with. The media will have a field day. But after a while people will get used to them. The benefits will start to come through. So companies should just tough it out.