Over the weekend, I was able to see the Budweiser Clydesdales. Having lived in St. Louis, I have seen them many times before, but they never fail to thrill me. Such stately, magnificent animals!
It’s obvious that Anheuser Busch/inBev invests millions into this operation as there are three traveling teams, each with three custom semi-trucks, a team of six handlers, customized pens, and even branded manure pails. The Clydesdales scream Budweiser because everything around them reinforces that message.
The horses did not make their first public appearance until 1933 when they paraded down the street with the beer wagon to celebrate the repeal of Prohibition. It was such a hit that Busch, Sr. sent a hitch to New York and the horses made a tour of New England, including a stop at the White House. Since then, the teams are on the road 300 days/year and Budweiser and Clydesdales have become synonymous.
There is nothing that inherently connects a hitch of 2000-pound horses and beer, but the novelty, repetition, and intentional reinforcement of the brand for close to a century have created a promotional symbol that is recognized the world over. My takeaway from seeing the Clydesdales (again) is to stick with it. Too often, we change logos, looks, or campaigns because we get tired of them. Instead, hitch yourself to a symbol for the long run and build the instantaneous recognition that endures.


