Branding 101: What Not to Name Your Hedge Fund

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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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BEFORE YOU CLICK AWAY!

“Lying.” “Disgusting.” “Scum.” “Slime.” “Corrupt.” “Enemy of the people.” Donald Trump has always made clear what he thinks of journalists. And it’s plain now that his administration intends to do everything it can to stop journalists from reporting things they don’t like—which is most things that are true.

No one gets to tell Mother Jones what to publish or not publish, because no one owns our fiercely independent newsroom. But that also means we need to directly raise the resources it takes to keep our journalism alive. There’s only one way for that to happen, and it’s readers like you stepping up. Please help with a donation today if you can—even a few bucks will make a real difference. A monthly gift would be incredible.

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