Hedge funds need to get their brand house in order


Forget advertising…for now.


By Bob Ireland

The recent change in the restrictions on advertising and general solicitation of private funds has sparked considerable debate about whether hedge funds will start actively advertising their fund offerings. We’ve seen some firms, most notably Balyasny Asset Management, dip their toes in the water in different ways. But most hedge funds haven’t taken advantage of the looser restrictions and the debate about whether hedge funds should advertise continues.

The problem is that the focus on advertising as a means of general solicitation is the wrong conversation that puts the cart