FUNDAMENTALco's Lyons, Bauer on Brand Value Creation

Jenna Lyons, designer and partner at FUNDAMENTALco and former president of J.Crew, and Jonny Bauer, Blackstone’s former global head of brand strategy and transformation, discuss their mission to rebrand private equity. Bauer tells Romaine Bostick and Katie Greifeld on “The Close” that their goal is to bring brand thinking much further upstream in the value-creation process and ask what a company could become next, aligning investors and management around that vision. (Source: Bloomberg)