Vanguard announced March 15 that it was launching a comprehensive advertising campaign to help stamp the mutual fund company into the minds of investors by turning their company name into a verb: “Vanguarding.” The thrust of their campaign, as Vanguard stated in a news release, was to “highlight the company’s uniqueness in the investment management marketplace.”

The campaign will encompass online and print advertisements; educational content and tools on Vanguard.com; and other print materials.

Tim Buckley, managing director of Vanguard’s Retail Investor Group, said in the release, “Vanguarding is our way of investing–following sound principles, investing at-cost, and partnering with a client-owned firm.”

For more about Vanguard’s ad campaign, see this related story.

Vanguard founder John Bogle was one of the signers of the Fiduciary Statement, and called on Congress to include a fiduciary obligation in financial services reform legislation introduced March 15 by Senator Chris Dodd).