This story from the NYT describes a hedge fund that's not only asking for retail investors, but pitching the fund in a tv commercial. And with retail investing comes retail branding --- but we're not talking Charles Schwarb. The fund, based in Monte Carlo, has already found sports-related spokespersons in Europe. I could imagine Tiger Woods or Phil Ivey making a great hedge fund endorsement here in the US. (No Risk. No Reward. Invest with the Big Boys.)
I hope to have a draft of my paper on hedge funds and reputation markets available soon. Looks like I may need a couple of paragraphs on branding.
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