Why Brass Ring?
Crowds line up to ride the carousel in Oak Bluffs, Martha’s Vineyard on July 4, 1912. / Photograph courtesy of Martha’s Vineyard Preservation Trust Archives
brass ring
n. a very desirable prize, goal, or opportunity
Merriam Webster Dictionary
At the turn of the 20th century, in a time of relative peace in the United States, between the Civil War and WWI, flying horse carousels began to dot the eastern seaboard, then quickly spread west, designed to entertain an optimistic new generation of families.
Enterprising riders could elect to take part in a captivating game. The object was simple: if a child sat on the outside ring of horses, which often did not rise and fall like those situated towards the center, the rider could enter a contest to grab metal rings that were served from a fixed dispenser.
An enterprising carousel rider holds the brass ring. Missoula, MT
Competing required the rider to lean off the horse and reach for the served rings, with some dexterity and quickness, as their horse orbited the circumference of the carousel. The dispenser was loaded with dozens of iron rings - but only one was made of precious brass. Whichever rider pulled the brass ring, won a prize: a free ticket on the next carousel ride.
Winning the prize required a combination of speed, verve, and pluck, while being a good sport. The phrase, “Reach for the brass ring,” was soon popularized, to mean, “Don’t settle. Aim for the best.”
The brass ring is a symbol of the way we serve our partners at Brass Ring Communications. We believe that the organizations we work with deserve campaigns led by seasoned, change-making talent, powered by the best technology, and steered with a culture of constant learning, so that the next campaign is always a little sharper than the last. This combination consistently delivers stunning wins that advance strategic goals in tangible ways. Join us.