Let's have a look to see how Coolmore have used PR to promote Fusaichi Pegasus.

The horse's main differentiators are as follows:

- His looks. His breeder Arthur Hancock reportedly said "He was the best looking foal I've ever seen" and he was known around the farm as Superman. Is he the most beautiful horse to ever stand at stud? Probably not. Are there others out there who are equally kind on the eye? No doubt there are. But his looks have been extensively relied on in stories about the horse. It builds a perception in the reader's mind - THIS HORSE is the most beautiful horse. And it's an image that has stuck.

- His yearling price - he was purchased as a yearling at Keeneland for $4,000,000, by flamboyant Japanese owner Fusao Sekiguchi who is quoted as saying ``When I saw that horse, he was an inspiration to me. He looked so powerful. I would have spent five million, or whatever it took, to acquire him." Have there been other muscular and dream-inspiring yearlings to pass through a sales ring? I'm not sure about you - but I assume every horse I buy will be a champion and most owners interviewed at the yearling sales will pretty much say the same thing. Again though this is all part of the image that the stud wants to create.

- His purchase price. Coolmore purchased him for a reported US$60,000,000 which makes him, well, pretty well the most expensive stallion in history. (And yet another reason why the Stud has worked overtime to ensure that the promotion of this horse is so close to 'perfect' it will end us as a textbook study in marketing)

- He is the only son of Mr Prospector at stud who won the Kentucky Derby. Other horses have won more Group 1s than this horse. In fact a lot of other stallions have won more G1 races full stop. And on turf rather than dirt too. But that isn't the point. The point is he has a unique differentiator - the Kentucky Derby. And there's that great photo of him winning by what looks like all number of lengths. People like that stuff.