60 Second Read on How Guinness Beer Became a Utility

Does anyone know how the Guinness Book of World Records was started? (Well, by now, I’d presume you can guess who started it, eh?!)

Through a little bit of old school pub research (yeah, they weren’t blessed with geo & listening software like us marketers today), a Marketing Epiphany was born.

In 1954, Guinness Beer found that there was quite a bit of conversation around sports trivia, fastest this & biggest that, that they developed a record book to settle all the bar debates & bets – and created content ALL around the interest of its users.

They printed copies, put them in pubs, and the demand for this content went through the roof – just like their pub sales in the following decade.

You see, this isn’t a story about a famous book envisioned by Guinness Beer; rather, a practical approach to listening, attention & trust. Through captivating their audience with quality content & becoming a trustworthy expert, Guinness Beer owned the attention graph and learned oodles about how their people consume media.

And in today’s world, brands really are media companies. And content is their product.

Put some thought into that, will ya’?!

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