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Branding To Get More Clients For Your Small Business
A few years ago, I was headed over to the Rittenhouse Square section of Philadelphia to run a few errands before my dance class at the gym. It would normally be a quick trip, but the street I needed was blocked off to traffic.
This happens a lot in Philly, usually for construction. But this time, the word was out: “The Clydesdales are coming!”
Sure enough, at the very hour where dinner time and happy hours come together, the big brown horses came marching down Walnut Street, looking as if they’d rather be back on the farm.
And even though I’m not much of a beer drinker, I knew exactly what was going on. I’ve watched the doggy Superbowl commercials.
Budweiser’s branding is legendary. As soon as we saw the word “Clydesdales,” we Philadelphians knew just what was going on.
Budweiser’s famous“adopted dog” story isn’t about beer. But it reinforces the Clydesdale association and the company’s desire to evoke wholesome, happy emotions. Those emotions become associated with the brand. So you go to the beer store. You see Bud cans. You consciously or unconsciously think, “Lost dog.”
The Clydesdales have been associated with Budweiser since 1933. The company’s events contribute to the brand story, as they tour the country’s major cities.
