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As This Trade Illustrates There�s Hidden Value in One�s Various Assets

When trading, always be aware of the hidden value of the asset, and by strategically negotiating, you may be able to retain a very valuable portion just for the asking! That�s essentially what Prudential Insurance did when it sold its Boston Prudential Center office complex for $700 million. As part of the deal, the giant insurance company cleverly negotiated that the property forever retain the Prudential name � signage that undoubtedly is worth many millions.

(Such value is not overstated, inasmuch as major corporations are willingly and eagerly paying millions to have their names affixed to major sports stadiums.)

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