One of the companies that has attracted the most negative attention for the use of Native American images in their branding is Crazy Horse Malt Liquor. As alcoholism is often associated with Native American culture, the use of the image of an American Indian in full headdress on the label of a hard alcohol product was seen as particularly offensive to many Native American groups.
This association was seen as especially troublesome because Crazy Horse was an actual Native American chief - one that is greatly revered by his people. The uproar did produce a change in the imagery on the label so that Crazy Horse was replaced by an actual horse. However, the name and association remains.
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