"vanguarding"??!?

Discuss all general (i.e. non-personal) investing questions and issues, investing news, and theory.

Clever marketing, or linguistic torture?

Poll ended at Thu Mar 25, 2010 4:55 pm

Clever Marketing
19
5%
Linguistic Torture
119
34%
Linguistic Torture
119
34%
Both
46
13%
Both
46
13%
 
Total votes: 349

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Kenster1
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Post by Kenster1 »

Wow that Bogle's my mind!
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honkeoki
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Post by honkeoki »

FrugalInvestor wrote:I like the message even if I'm a bit conflicted over the word.
I'm with you. I preferred "The less you pay, the more you keep" but that's really just a declaration, not branding. In marketing such things matter.
NAVigator wrote:Several years ago, a grocery chain in the state where I lived ran a commercial involving their name; "Let's go Krogering". I found it so annoying I stopped going there for several years. When they dropped that inane jingle, I went back and enjoyed shopping there.
Wow. Any Bogleheads planning to quit Vanguarding because of this ad campaign?
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FrugalInvestor
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Post by FrugalInvestor »

InvestingMom wrote:
FrugalInvestor wrote:
InvestingMom wrote:Very bad. Embarrassingly so.

I had to log into Bogleheads just to see what others were saying.

I don't want to exaggerate the impact, but rather than make me feel better about my investing methods, it makes me feel silly....and causes me to trust them less. After all, what other "gimmicks" are they going to stoop to to bring in new customers. Ah well, I will continue to be a good boglehead and try to ignore the fray.
Marketing is essentially "gimmicks." To the extent it attracts the attention and convinces those who may not take the effort to seek out the information on their own it's good, in my opinion. Not everyone is going to seek out the information like many of us here do. As far as I can see the message is consistent. This is just a way to, hopefully, reach a larger audience.
You are right about Marketing and Gimmicks. However, when it comes to Vanguard, I believe they have built their reputation on not being gimmicky and selling their products through the facts. That is why I like them. I can trust that I am getting the straight story. "Vanguarding" is patronizing.

BTW: Why pick on my comment and not just answer the OP's question, especially given that most people seem to be agreeing with me.
I apologize if I offended you InvestingMom. I certainly didn't intend to "pick" on you. I was responding to your remark about marketing "gimmicks" and actually agreed with it, but then continued to explain why I felt that might not be all bad.

I look at these threads as conversations which means we may respond to one another's comments. If this is improper etiquette I need to know and hope someone will enlighten me.
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Christine_NM
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Post by Christine_NM »

On the bright side, "Vanguarding" is so clumsy and, yes, patronizing (good word, imom) that it indicates a certain incompetence at the subtler forms of marketing. They'll never try TV ads sweet-talking you into going to see an Edward Jones person.

I would like to see the water glasses back. They were kinda zen in a miserable economic time.
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VGRunner
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Post by VGRunner »

Man a lot of you guys are harsh. If it attracts people it was worth the money spent. I don't think it really matters because its so insignificant when it comes to the overall expense ratio's.
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LadyGeek
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Post by LadyGeek »

Christine_NM wrote:I would like to see the water glasses back. They were kinda zen in a miserable economic time.
I guess no one picked up on the irony in my signature. :)

Is adding an "ing" to a name the latest ad trend?

Google - Googling
Bing - Binging
Twitter - Twittering or Tweeted
Digg - dug

Never mind. Not worth my time.

I've had my signature before Vanguard had those glasses and I'll continue with it.
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sherwink
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Vanguarding

Post by sherwink »

The word is slightly less inclusive than an engineering of consent, but perhaps a bit more flamboyant than need be relayed to folks. However, the bedrock operating philosophy at Vanguard remains unchanged nevertheless.
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Sheepdog
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Post by Sheepdog »

Thinking about it, I have been Vanguarding for a bunch of years. Vanguarding is fine with me. It will be a good sales pitch. You may not like it, but it should appeal to those trying to find a better way and place to invest, if advertised in the right places, wherever that is..
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kdmusic
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Post by kdmusic »

If I could trade Vanguarding for the phrase "moving forward," I'd take it in a minute!

kdm
Chuck
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Post by Chuck »

I can see where they're going with Vanguarding. (I heard a radio commercial this morning.) It's one thing to say "we're cheaper," and it's something else to say "we're completely different." I like it.
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Pres
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Post by Pres »

I don't mind it, but I'm not a native English speaker.

Now if you'll excuse me, I'm going to prepare for weekending...
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tadamsmar
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Post by tadamsmar »

Vanguarding is better than Bogleheading which is too close to Teabagging!
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tadamsmar
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Post by tadamsmar »

Here's an article on it. It's viewed as a mnemonic device for prospective investors.

http://www.nytimes.com/2010/03/15/busin ... 5adco.html
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TJAJ9
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Post by TJAJ9 »

I'd rather be "Vanguarding" instead of "Talking To Chuck."
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tadamsmar
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Post by tadamsmar »

They linguistically waterboarded some people with the "Vanguarding" in a focus group, and it turned out to be ineffective torture.
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Post by kyh7 »

I would like it more if they could cleverly use it in a sentence. Imagine it actually was a word and a high school student had to put it in a sentence as a homework assignment. If the student wrote, "Are you just investing, or are you Vanguarding?" then the student should get points taken off for a vague sentence.

Perhaps they should provide some context or a story.

For example:

One fine day, while between quests, the magic user (level 17) browsed Yahoo! Finance. He was overwhelmed by what he saw, and he exclaimed, "OMG, this financial porn is full of falsehoods and white lies, I must Vanguard myself." The magic user casted a spell and went to his guild's cookout.
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Post by KyleAAA »

It's quite brilliant marketing. Wish I'd thought of it. Verb-izing your brand is a trend in marketing right now. And it works.
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Post by KyleAAA »

LadyGeek wrote: Is adding an "ing" to a name the latest ad trend?
Absolutely, all the marketing blogs are raving about it.
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Christine_NM
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Post by Christine_NM »

KyleAAA wrote:It's quite brilliant marketing. Wish I'd thought of it. Verb-izing your brand is a trend in marketing right now. And it works.
Kyle -

Could you give us some evidence that "it works" in attracting the kind of clients Vanguard wants/needs (long-term, no trading, big savers) ?
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tadamsmar
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Post by tadamsmar »

Christine_NM wrote:
KyleAAA wrote:It's quite brilliant marketing. Wish I'd thought of it. Verb-izing your brand is a trend in marketing right now. And it works.
Kyle -

Could you give us some evidence that "it works" in attracting the kind of clients Vanguard wants/needs (long-term, no trading, big savers) ?
The NYT article said that Vanguard is trying to increase name recall. Vanguard does not need selective attraction. The only practical strategy is to try to get everyone's attention and the one's that fit will then self select.
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Post by mickeyd »

Vanguarding? Heck if I know...But, perhaps a good site of upcoming Bogleheads get-together?

Vanguard Motel
711 N. LaSalle
Navasota, TX 77868
Phone: (936) 825-6497
Amenities: 24 rooms, cable TV refrigerators in some rooms, pool, group rates
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Chuck
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Post by Chuck »

I like this from the NYT article:
For instance, on Web sites like CNN Money and Yahoo Finance, Vanguard will buy banner ads in the form of “digital stock-ticker takeovers,” said Barry Lowenthal, president at Media Kitchen, in which actual share quotes will be followed with headlines like “If you are reacting to the stock market every minute, you’re not Vanguarding” and “If you’re looking at this, you’re not Vanguarding.”
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Fbone
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Post by Fbone »

Does Vanguard need more customers?
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honkeoki
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Post by honkeoki »

Pres wrote:I don't mind it, but I'm not a native English speaker.

Now if you'll excuse me, I'm going to prepare for weekending...
A colleague of mine from India refers to business trips as "hoteling," which always cracks me up.
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Gary
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Post by Gary »

Christine_NM wrote:I would like to see the water glasses back. They were kinda zen in a miserable economic time.
Oh no. I just checked. They DID take away the water glasses! The site just doesn't look the same.

The term "vanguarding" initially sounded silly to me. But as I think more about it, I'm not a marketer. Many of the campaigns that the marketing guys down the hall at the company I work for seem absolutely nutty to me -- and yet they work.

All I can do, is just scratch my head at how the marketing/advertising world works.

--Gary
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Post by KyleAAA »

Christine_NM wrote:
KyleAAA wrote:It's quite brilliant marketing. Wish I'd thought of it. Verb-izing your brand is a trend in marketing right now. And it works.
Kyle -

Could you give us some evidence that "it works" in attracting the kind of clients Vanguard wants/needs (long-term, no trading, big savers) ?
Uhh, well I don't have access to Vanguard's marketing data. But I do have access to my OWN marketing data and I've seen the data of quite a few others. The evidence is out there, although I don't think you'll find Vanguard's numbers specifically. Name recognition is all they're after here. The type of investors who would be attracted to Vanguard will select themselves. You're not in marketing, are you?
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dratkinson
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Post by dratkinson »

"Vanguarding" Yuck!

Don't like the new homepage.

Much preferred the old blue-water-glasses home page. Liked it from day one. It was elegantly simple and taught a lesson that made a visceral connection. "The less you pay, the more you keep. Join us."
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tadamsmar
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Post by tadamsmar »

Fbone wrote:Does Vanguard need more customers?
Are their current customers immortal?
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Post by KyleAAA »

tadamsmar wrote:
Fbone wrote:Does Vanguard need more customers?
Are their current customers immortal?
Maybe, if they have many Jellyfish customers:

http://green.yahoo.com/blog/guest_blogg ... nimal.html
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Dutchgirl
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Post by Dutchgirl »

Just happened to hear the new Vanguard commercial on the radio, and although I was totally turned off when I first read the new "verb," it didn't sound bad at all as a commercial. Go figure.
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Post by Christine_NM »

xy
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Post by baw703916 »

kyh7 wrote:One fine day, while between quests, the magic user (level 17) browsed Yahoo! Finance. He was overwhelmed by what he saw, and he exclaimed, "OMG, this financial porn is full of falsehoods and white lies, I must Vanguard myself." The magic user casted a spell and went to his guild's cookout.
Better yet, just cast a spell to turn 10 gold pieces into 20 gold pieces! :wink:

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bluto
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Post by bluto »

I think it sounds just as silly as bogleheads.
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Post by SpringMan »

Merrill Lynching, does anyone have a rope? :lol:
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Post by Sidney »

I used a custom filter on ad-block Firefox add-in to block the Vanguarding image on the web site.
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Post by InvestingMom »

FrugalInvestor wrote:
InvestingMom wrote:
FrugalInvestor wrote:
InvestingMom wrote:Very bad. Embarrassingly so.

I had to log into Bogleheads just to see what others were saying.

I don't want to exaggerate the impact, but rather than make me feel better about my investing methods, it makes me feel silly....and causes me to trust them less. After all, what other "gimmicks" are they going to stoop to to bring in new customers. Ah well, I will continue to be a good boglehead and try to ignore the fray.
Marketing is essentially "gimmicks." To the extent it attracts the attention and convinces those who may not take the effort to seek out the information on their own it's good, in my opinion. Not everyone is going to seek out the information like many of us here do. As far as I can see the message is consistent. This is just a way to, hopefully, reach a larger audience.
You are right about Marketing and Gimmicks. However, when it comes to Vanguard, I believe they have built their reputation on not being gimmicky and selling their products through the facts. That is why I like them. I can trust that I am getting the straight story. "Vanguarding" is patronizing.

BTW: Why pick on my comment and not just answer the OP's question, especially given that most people seem to be agreeing with me.
I apologize if I offended you InvestingMom. I certainly didn't intend to "pick" on you. I was responding to your remark about marketing "gimmicks" and actually agreed with it, but then continued to explain why I felt that might not be all bad.

I look at these threads as conversations which means we may respond to one another's comments. If this is improper etiquette I need to know and hope someone will enlighten me.
I was probably being too sensitive. It seemed like most people were agreeing with my view that their marketing gimmick was stupid and so I sort of felt like, why pick on my comment? I agree that we all can respond to other poster's comments (obviously that is why there is the quote feature) but sometimes it is best to comment on the original post....without directly crossing another's point of view. In other words you could have said exactly what you said, without quoting me. That being said, I don't think your post was improper or even controversial.....I guess I was in a sensitive mood that day. :wink:

Still think that "Vanguarding" is stupid and I would be embarrased to ask someone if they were "vanguarding".
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Post by InvestingMom »

SpringMan wrote:Merrill Lynching, does anyone have a rope? :lol:
Now that was funny!
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Post by ruralavalon »

InvestingMom wrote:
SpringMan wrote:Merrill Lynching, does anyone have a rope? :lol:
Now that was funny!
Well worth reading the thread just for that :lol: .
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Post by baw703916 »

InvestingMom wrote:
SpringMan wrote:Merrill Lynching, does anyone have a rope? :lol:
Now that was funny!
No longer necessary since ML has now been hoisted on its own subprime pétard. :wink:

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Post by mickeyd »

baw703916 wrote:
InvestingMom wrote:
SpringMan wrote:Merrill Lynching, does anyone have a rope? :lol:
Now that was funny!
No longer necessary since ML has now been hoisted on its own subprime pétard. :wink:

Brad
Gotta love all of the unemployed/retired comedians that claim to be Bogleheads. :D
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david99
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Post by david99 »

Like any other company, Vanguard has to come up with a new advertising slogan to attract attention. All companies change their advertising over time.
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Post by chaz »

This thread is silly - time for retiring.
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Post by dixdak »

I like it better than the new statements.
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Cosmo
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Post by Cosmo »

You guys all crack me up. For those of you complaining about this terrible marketing slogan, would you rather Vanguard hire some fancy high dollar New York advertising firm to come up with something more clever and then watch our expense ratios go up by 25 basis points just to fund this clever marketing campaign? You think this stuff comes cheap? Me, I see absolutely nothing wrong with the slogan. As Gekko mentioned, it sounds a lot better when you hear it on the radio.

Cosmo
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