Branding 101: What Not to Name Your Hedge Fund

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Branding is everything. So when you’re starting up a new hedge fund and are going for something memorable and daring, well, “Ground Zero” probably isn’t your best bet. Tell that to this ex-Lehmann brothers exec Edward Fillippe. Quips NY Mag:

Maybe he said to himself, “What can I do to distract people from the fact that I worked at Lehman Brothers, the downtown–New York–based bank that collapsed disastrously and nearly took the entire financial system with it? I know! I’ll name it in homage to an even worse collapse, one that actually killed people and precipitated several long and tragic wars! Then everyone will think whatever I am doing is not nearly as bad.”

The Ground Zero Strategic Commodities Fund will begin trading by the first quarter of 2010, and they’re hiring!

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We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

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