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Success without a name

Jefferies has managed to grow and maintain an entrepreneurial partnership culture. It now needs to seriously beef up its brand. Will it be able to get to the next level without sacrificing its character, asks Geraldine Lambe .
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The marbled foyer of its high-rise headquarters on the corner of Madison Avenue and 53rd Street in New York looks like that of any bulge bracket investment bank. It has the art collection – including an impressive chunk of the Berlin Wall – that now seems to be an obligatory part of a bulge bracket’s corporate personae. But within the offices of Jefferies Investment Bank beats the heart of a different beast.

With its focus on mid-market companies, it does not take a $20bn deal to quicken a Jefferies banker’s pulse; they are just as excited by a $50m initial public offering (IPO) or a $150m high yield offering. The bank eschews bureaucracy and lionises the entrepreneurial.

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