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From Kirsten Bischoff, Opalesque New York:

Over the course of 2008 the hedge fund industry has decreased by approximately 1,000 funds. However, the year did offer opportunity and as Opalesque has reported, many managers were able to convert this into positive performance. As those funds begin to consider their asset raising strategies, adaptations to the new demands of investors will be a vital part of transforming passing investor interest into actual allocation.

“In order to present a branded identity and separate itself from commodity-like competitors, a hedge fund needs to create a cogent and compelling storyline about how it invests, and this must be communicated in a manner that is sensitive to the mood and perceptions of investors in this market environment,” noted Bruce Frumerman, of New York communications and sales marketing consulting firm Frumerman & Nemeth Inc. (www.frumerman.com) told Opalesque.

A more detailed explanation about the investment process is required of the hedge fund manager in 2009, Frumerman says, and a firm’s communications needs to take three issues into consideration in telling that story. As he advised hedge fund managers this week at the Marketing & Client Servicing for Hedge Funds conference:

1. Don’t Be Vague Reasons to doubt the efficacy of a manager’s claimed strategy and a commodity-like lack of differe......................

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