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 – glossy and black in the glass’s slender curve, the tip of white foam – is a gift to any creative concept and the formation of a rock solid brand.
Not only are the aesthetics of the product core to the brand, the quality of the advertising is equal to the product. Rupert Guinness stipulated as much when the brand...