FTSE 100 fund management group abrdn has once again found itself on the receiving end of scrutiny over its recent rebrand, with respondents to an online poll calling it an “act of corporate insanity”.

According to a survey of 2,000 conducted by online comparison website Investing Reviews, abrdn was singled out as the worst investment brand in the UK. Respondents were asked to consider websites’ overall messaging, tone, imagery, strapline and the language used.