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Naming your company can be a tricky proposition. Do you want to project strength or power or reliability?

The FTs U.S. managing editor, Brookmasters, 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 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 ties.

Not of war, but of stock picking.

Vanguard fundamentally reshaped retail investing.

The firm used new tactics that their competitors had never really encountered it before,

a little bit like Vanguard's ship during the Battle of the Nile.

Vanguard's strategy forced their rivals and asset management to adapt.

And ever since then...

It's been cruising, just to put it bluntly.

Vanguard is now the second largest asset manager in the world.

...