You're a Hedgie? How Embarrassing!

Way back when, I avoided mentioning my job in market research. Too embarrassing. Now hedge-fund guys and gals face a similar problem. Subpar returns lead to poor image, and poor image leads to dissembling.

"Mentions of hedge-fund employment in marriage announcements have declined by 20% since 2007," reports Rob Copeland in The Wall Street Journal. 

Out of more than 8,000 hedge funds, "only 1,176 firms use the term hedge fund in the 'about us' section of their SEC investment adviser registration."

Favored euphemisms for hedge fund:

Alternative asset manager
Investment holding company
Private partnership

Can rebranding save the day?