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From Kirsten Bischoff, Opalesque New York:

This is Part Two of a three part series. Part One can be found here: Source

The growing importance of defining a brand and controlling a message in the hedge fund industry has attributed to the growth of pr firms, presentation specialists, and third party marketing firms even as the number of hedge funds has decreased.

Picking a name for a firm/fund might feel as important as naming a child or a pet. Many managers who start out with internal money and just themselves or a partner at a desk often look to personal references such as the name of the street you grew up on. The decision to look inward like this may actually wind up being a part of your brand – who you are – where you came from – and may be something that you can grow along with the size and scope of your business. There are also firms that will help you channel all of the things that are important to you into a firm/fund name that is a reflection of what you hope to achieve.

The basics: It’s all in the name With the debut of their flagship fund this summer, the team at New York-based Spruce Point Capital Management not only launched their first fund, but also a business that they ultimately hope will be supported by a varie......................

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