Anonymity, Hedge Funds and the Rise of “Brand”


In the past Hedge Funds were mysterious, exotic things, whispered about in wood-paneled rooms. There was something stately about them, almost noble, their workings only understood by a select few. They numbered in the dozens.

If you weren’t close enough to the situation to know about them, you didn’t have the chops to invest in them.

Fast-forward three decades.

A Hedge Fund … who gives a sh#$.

With 10,000 plus hedge funds out there, many underperforming the investment acumen of Big Pete, the famed, sole proprietor of Big Pete’s Comics, lets just say that the luster has worn off.

Today, for a hedge fund to maintain an elitist ere is asinine. People aren’t going to “try” to find you. It’s too hard. Additionally, comparative funds with comparative numbers are abundant.

More importantly, “people” have changed. Walking three blocks to “learn” something is a struggle. If you don’t exist online, you don’t exist.

Hedge Funds now have to be visible, if not to get the money, surely to keep it. But if you are going to be visible, you need to say something. And then there is the matter of who to say it to. Guess what… this is a brand strategy.

Sucks doesn’t it?

By Kyle Dunn