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!

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  • Elizabeth Gettelman is a former managing editor and public affairs director at Mother Jones. To follow her on Twitter, click here.