Arts and Humanities Commons^™

Coolhunting The Law, Mark Fenster

Mark Fenster

This symposium essay, offers a small critique of Victor Fleischer's interesting and valuable work on branding as part of an initial public offering strategy (e.g., the Google and MasterCard IPOs). It seeks to complicate both the idea of the "brand" both as a mysterious means of communication and the notion that an attorney can and should, in his professional role as legal counsel, attempt to assist a client to create "brand" value in its regulatory compliance.