Hire the Dallas Cowboy cheerleaders to stand behind your desk and do a little dance every time you put on a trade. Host midget-themed pool parties. Hunt and embalm endangered species. Have sausages named after you.
Celebrity endorsement works, at least if the celebrity involved is a glamorous sportsman like Usain Bolt, who yesterday announced the biggest deal ever, to help Puma flog its pumps and T-shirts. But can you really imagine Crispin Odey, the permanently pin-striped hedge fund guru, as a brand ambassador? Well, he is. The new branch of the Union Market organic grocery store in Fulham – a company that is run by Odey’s pal Tony Bromovsky, and which the fund manager has invested in – has added an “Odey Sausage” to its range, made from prime Middle White rare breed pork.