Brand Marketing Lessons from Guinness
Making an online brand marketing campaign a success isn’t easy. In fact, very few companies actually become successful enough to make their brands household names in a global or even domestic market. That’s why it can help to look to some of the success stories. This time, let’s take a brief look at the story behind the Guinness beer brand.
Guinness is a company that is nearly 250 years old and originated as a way to quench the thirsty throats of Irish pilgrims. When the company’s marketing staff wanted to capture what the brand was all about, this long history was definitely in the plans.
When the company built the Guinness Storehouse in late 2000, the designers implemented a variety of exhibits and displays that celebrate the company’s history. They also included an explanation about how they make the frothy black beverage. The facility also has an art gallery with conference rooms, training centers for employees, bars, restaurants and even a large open space for events. The seven-story storehouse demonstrates that the beverage maker is dedicated to the community.
According to Ralph Ardill, one of the integral minds that helped design the facility, “Guinness as a brand is all about community. It’s about bringing people together and sharing stories.”
Guinness succeeded by setting and meeting a community-drive goal to spread the message of its brand. It’s important to have a goal for your brand that you can strive to meet. Without a goal, it’s impossible to tell if you’ve achieved success in getting people to recognize your brand.
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