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Branding 101: What Not to Name Your Hedge Fund
Branding is everything. So when you're starting up a new hedge fund and are going for something memorable and daring, well, "Ground Zero" probably isn't your best bet. Tell that to this ex-Lehmann brothers exec Edward Fillippe. Quips NY Mag:
Maybe he said to himself, "What can I do to distract people from the fact that I worked at Lehman Brothers, the downtown–New York–based bank that collapsed disastrously and nearly took the entire financial system with it? I know! I'll name it in homage to an even worse collapse, one that actually killed people and precipitated several long and tragic wars! Then everyone will think whatever I am doing is not nearly as bad."
The Ground Zero Strategic Commodities Fund will begin trading by the first quarter of 2010, and they're hiring!
Hedge Fund From Hell
How about the investors who took over at Chrysler, Cerberus. Isn't that a hedge fund also? They named their fund after the three headed dog that guards the gates to hell. Makes you want to give them lots of money to invest for you doesn't it... Not! They were at the head of the line for the government hand-outs to the automakers. I favored the GM bailout but couldn't see giving money to these guys. I thought the investors of Cerberus should have put up everything they owned to get help from the bailout funds. I didn't want to see the employees at Chrysler hurt but I would rather see the employees own the company than this group of investors who will wring every penny from the company and the employees before dumping the company on the scrap heap of history.
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