by Farrell Henry
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After the article "Why National Advertising and Breed Promotion" appeared in the September issue, the writer felt that a more concrete concept of exactly what it means by "image" and the significance of "image" should be defined to the readers.
First of all, there is one definitive statement which can be made about this elusive subject: "It is impossible to avoid creating an image, but it is possible to control the image one wishes to create." It is much easier to create an unfavorable image than it is to create a favorable one.
The literal definition of image is simply a portrait or an outward show - it's an external appearance. Whether we're talking about a company, a horse breeder, a magazine or an individual, an image is inseparably linked to its being and its action. It is the totality of impressions, both verbal and visual, existing in the minds of the public. And, image is as frequently an emotional feeling as much as it is a visual conclusion.
A desirable image cannot be imposed upon the public by shouting about its merits, through persistent publicity or advertising only. It's something to build upon from the inside out, taking note of these things that are necessary to any constructive work: truthfulness, meaningfulness, and believability. A good image isn't something "nice to have," it is the key element in the successful conduct of any business today and for that reason more than half the major companies today have a public relations department.
It has often been said that every man is actually three people. One, what he thinks he is; two, what his friends and associates think he is; and finally, what he really is. One of the major functions of the public relations department of the large companies is to see that the advertiser or prospect retains the proper, favorable image. This is a formidable undertaking because image suggests mood, atmosphere, and most specifically, it involves emotion.
A lack of understanding, which can actually turn into a prejudice against the Appaloosa, for instance, is often at the root of our "image problem." Some people, for one reason or another, find it easy to fault our breed because they are not familiar with it. You can and should build up the image of our Appaloosa breed; give it the proper form and dimension in the minds of the people who may not fully appreciate our spotted horses. When possible, try distributing recent promotional literature which is available through the Appaloosa Horse Club, or point out the significance of major wins by Appaloosas in open competition, and also emphasize the fact that if the skeptics would like to see the Appaloosa first hand, you would be more than happy to set up a visit to the area breeders of quality Appaloosas, as well as your own.
Instead of harboring a wrong concept of the breed which seems to have been developed a good many years before the breed association was organized, these same skeptics would be able to see for themselves the great strides forward which the majority of Appaloosas, through careful breeding, have made over the past few years. These skeptics might not run out and buy an Appaloosa the next day; they might never" fall in love" with Appaloosas, but they will respect it and accept it as a breed of good horses.
Maybe the answer to this is that all breeders and owners should be made aware of this "image problem" - and build their image around the three facets which were mentioned earlier: truthfulness (or honesty) first and foremost; meaningfulness (and breeding with a purpose) must accompany honesty, and believability (to make the public believe in what you are doing).
The breeders must realize that the public is not stupid - that they want certain things in their horses. We must produce these things; we must make the public want the Appaloosa. We cannot rely on color alone to sell our product, although without color as the identifying factor for Appaloosas, there would be no Appaloosa breed. But, at the same time, we must remember the words of Robert L. Peckinpah, past President of the Appaloosa Horse Club:
"What we must vigilantly guard against are those that refuse to accept the Appaloosa as a breed and what he stands for, and who continually exert pressure in the attempt to convert him into a Quarter Horse, an Arab, a Morgan or Thoroughbred with spots."
Unless we can establish in the minds of the prospects or the fringe market that we have a unique breed of quality horses, we are just another breed to them, and I don't think that's what we're after.
(Editor's Note: I will offer any FAHR member who can tell me what year this article was written and who Farrell Henry is, a free Breeder's Directory or 1/4 page ad in the next issue of FAHR Tidings. Please e-mail your answer to TTwolfrun@aol.com)