Brewing over branding: Guinness’s innovation philosophy

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

Few brand managers face a problem like that of Ireland’s most famous brand. In many ways, Guinness, Diageo’s premier stout, is in an advantageous position, according to Halie Ritterman, Global Digital and Data Lead. The image of the pint alone...