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From Kirsten Bischoff, Opalesque New York:

By the very nature of the profession they have chosen, hedge fund managers are proactive personalities. However, as the industry builds on the momentum of good performance in 2009 and is positioned to collect a larger percentage of assets, managers are being passive in one of the most critical business areas - marketing.

At the Global Alpha Forum in Connecticut earlier this month, panelist David Saunders, founding managing director at fund of funds firm K2 Advisors, said that hedge funds do not invest enough in client services and marketing.

Assets being reserved by institutional investors are going to require aggressive courting by hedge funds and an organized marketing strategy will be a vital component in gaining traction with these investors. "At the close of 2009, reputation has become the yardstick," say Eric Brand and Kevin Kasper, principals at BK Communications Group in their latest white paper "Brand Identity for Hedge Funds: Build it and They Will Come".

The Google factor For a long time hedge fund managers shied away from any Internet presence at all - and the most impressive feat of power for a fund manager to perform was remaining completely under the radar, to the point where Internet searches yielded no information at all. Those days are over, and ......................

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