How To "Guinness" Your Brand and the Irish Pocket Money Lesson

If you go to Ireland, no doubt you'll bring home something that’s Guinness related.

Fortunately, in the tourist stores, that's easy, given at least half the stores' merchandise is filled with creative ways to remind the world that even after 264 years, Ireland still makes the world’s best stout.

Guinness fudge, anyone?

Or how about a Guinness onesie for a newborn baby (they start them young.)

There are also Guinness art supplies, boxer shorts, and golf clubs.

Today Guinness is brewed in 50 countries, sold in over 120 countries, and churns out 220 million gallons yearly.

That's no small accomplishment for a vintage beer brand that today competes toe-to-toe with the explosive growth of the craft beer industry.

Perhaps you can relate with something similar happening in your industry?

How Guinness has transformed its marketing is a great lesson for any business faced with aggressive competition in fast-changing times.