How Apollo, Citadel, Blackstone, & Bridgewater Built Their Brands

<p>Jen Prosek has spent more than two decades helping build and protect the reputations of some of the biggest names in finance.</p><p>She is the Founder &amp; Managing Partner of Prosek Partners, which works across private markets, asset management, venture capital, banking and technology — representing clients with roughly $70 trillion in combined AUM.</p><p>We sat down at the New York Stock Exchange to unpack how the most powerful firms and financiers build their brands, what destroys a reputation, how to recover when things go wrong, and why reputation has become even more important in the age of AI.</p><p>Jen breaks down the brand strategies behind Apollo, Citadel, Blackstone, Bridgewater and Meta; why Jensen Huang has become an ambassador for AI; how financial firms went from staying “under the radar” to spending millions on brand; and why VC firms are increasingly thinking like media companies.</p><p>We also get into crisis communications, when leaders should fight back versus stay quiet, why employees are one of the biggest reputation risks inside a company, the rise of podcasts and owned media, why LLMs are a comms strategy, and how founders should think about journalists.</p><p><br></p><p><strong>Jennifer Prosek: </strong><a href="https://www.linkedin.com/in/jennifer-prosek/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/jennifer-prosek/<strong> </strong></a></p><p><strong>Molly O’Shea:</strong> <a href="https://x.com/MollySOShea" target="_blank" rel="ugc noopener noreferrer">https://x.com/MollySOShea</a> </p><p><strong>Sourcery:</strong> ⁠<a href="https://x.com/sourceryy" target="_blank" rel="ugc noopener noreferrer">https://x.com/sourceryy</a> <br></p><p><br></p><p>𝐄𝐏𝐈𝐒𝐎𝐃𝐄 𝐋𝐈𝐍𝐊</p><p>YouTube: <a href="https://youtu.be/lJDb3bYkLfI" target="_blank" rel="ugc noopener noreferrer">https://youtu.be/lJDb3bYkLfI</a><br></p><p><br></p><p>𝐒𝐏𝐎𝐍𝐒𝐎𝐑𝐒</p><p>• <a href="https://brex.com/sourcery" target="_blank" rel="ugc noopener noreferrer"><strong>Brex</strong></a>—The modern finance platform, combining the world’s smartest corporate card with integrated expense management, banking, bill pay, &amp; travel. <a href="https://brex.com/sourcery" target="_blank" rel="ugc noopener noreferrer">https://brex.com/sourcery</a> </p><p>• <a href="https://zonefrontier.com/" target="_blank" rel="ugc noopener noreferrer"><strong>Zone</strong></a>—develops next-generation data center campuses, partnering with AI companies, site