LPs Claim to Ignore GP Brand but Heavily Reward Brand Proxies
Jennifer Prosek · Jennifer Prosek – Nailing the Narrative (EP.396) · Jul 15, 2024 · at 28:10
Jennifer Prosek, founder and CEO of financial communications firm Prosek Partners, discusses the true impact of brand building on institutional investor allocations.
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“Now, if you asked an LP, do you care about the GP's brand? They'll say no, but when you unpack it, do you care that they have a great culture? Do you care that they have distinct advantages? Do you care that so-and-so wrote this amazing op-ed piece that you took seriously and sent around to your investment committee? They'll say yes, yes, yes.”
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