Two companies that live up to the message in their campaigns are Vanguard Group and American Funds, said Paul Mulligan, research analyst at Diversified Management Resources. Not only does Vanguard say what it will do and then does what it says, but it has a consistent message. "They are good at communicating," Mulligan said.

Former chairman John Bogle believes in his mission and people become disciples of the message of indexing, Mulligan said. "I don't think there's anybody who doesn't think there's a lot of sincerity there," he said.

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