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Naming your company can be a tricky proposition.
Do you want to project strength or power or reliability?
The FT's U.S. managing editor, Brooke Masters, says that Back in the 1970s,
a guy named Jack Bogle was facing this exact problem.
He was trying to figure out what to name his mutual fund company,
and eventually he decided to go with a nautical theme.
Specifically, he named his firm after a British battleship from the Napoleonic Wars.
Vanguard was Horatio Nelson's flagship.
during the Battle of the Nile at the very end of the 18th century.
And this is a very crucial battle in the Napoleonic Wars,
where the British Navy destroys the French Navy, at least temporarily, by using new tactics.
And just like that famous ship, Vanguard turned the tide.
Not of war, but of stock picking.