Podcast Summary: The Art of the Brand

Episode: Guinness Case Study: When Brand is Religion
Release Date: December 2, 2024
Hosts: Camille Moore and Phillip Millar
Podcast: Third Eye Insights – The Art of the Brand

1. Introduction: Guinness as Ireland's National Icon

The episode opens with Camille and Phillip sharing their recent experience visiting Ireland, specifically the Guinness Irish Tour, which holds the title of the number one tourist attraction in the country.

Camille:
"What a mighty good brand. Say it again now. What a brand, what a brand, what a brand."
[00:16]

They emphasize Guinness's profound cultural significance, likening the brand to a form of religion in Ireland.

Phillip:
"That's brand is religion. That's like the Mecca of branding."
[00:36]

2. The Guinness Tour Experience

Camille recounts their visit to the iconic St. James Gate brewery, highlighting its transformation into a dynamic tourist attraction reminiscent of a "beer Willy Wonka factory."

Camille:
"Guinness is a 200-year-old brand started in 1759... they signed a 9,000-year lease to keep that property."
[02:26]

Phillip shares his personal connection to Guinness, explaining how a memorable experience in Ireland solidified his appreciation for the brand despite not being a beer enthusiast.

Phillip:
"I became a fan of it when I was flying through Ireland going to a tour in the military... the ceremony of it just made me always love Guinness after that."
[03:42]

Camille praises the tour's meticulous design, which seamlessly integrates the brand's history, advertising evolution, and interactive experiences, reinforcing Guinness's iconic status through every step.

Camille:
"They made this museum quality to experience the brand... understanding the importance of experience and branding."
[07:05]

3. Advertising Strategies: Crafting Iconic Stories

The hosts delve into Guinness's advertising prowess, discussing how the brand's campaigns have historically resonated with audiences by aligning with cultural narratives and injecting creativity.

Phillip:
"There are so many brands that are spending tons of money, but they're not making good stories. They're just making crappy stories."
[15:59]

Camille highlights the use of colorful and exotic animals in Guinness advertisements, which stood out against Ireland's predominantly green and gray landscapes, adding vibrancy and memorability to the brand.

Camille:
"As you're driving through these small towns... those Guinness ads of the colorful toucans really stood out."
[17:57]

4. Iconic Campaigns: Empowerment and Humor

A notable discussion revolves around the "fish on a bicycle" campaign, where a fish pedaling a bicycle symbolizes empowerment and humor, effectively broadening Guinness's appeal.

Phillip:
"Guinness... in the 70s or 80s... it had nothing to do with wokeness, but it had something to do with empowerment."
[21:03]

Camille appreciates the campaign's cheeky nature, which empowered women without alienating men, fostering a sense of inclusivity and humor.

Camille:
"It was so cheeky... it was well executed and the Irish have a good sense of humor."
[24:53]

5. The Role of Irish Pubs in Global Branding

Camille and Phillip explore how Irish pubs worldwide serve as organic distribution channels for Guinness, reinforcing its brand through authentic cultural experiences.

Phillip:
"The most successful Irish pubs around the world are ones where they bring Irish contractors... and actually have that full Irish feel."
[30:08]

They discuss the meticulous efforts to maintain authenticity in foreign pubs, which includes using Irish carpenters and materials, ensuring that the pubs embody the true essence of Irish culture. This consistency helps Guinness maintain its iconic status internationally.

Camille:
"They built the pubs in Ireland, shipped them back, and actually have that full Irish feel."
[30:40]

6. Cultural Alignment and Brand Elevation

The conversation shifts to how Guinness's alignment with Irish culture has propelled it beyond a national brand to an international icon. They compare this strategy to other brands like Sriracha and Dubari, emphasizing the importance of cultural storytelling in brand elevation.

Camille:
"If you have a product that can be aligned to a country's iconic status... it's a great way to ride a wave, to access something much bigger."
[27:36]

Phillip adds that Guinness's integration into the fabric of Irish social life, especially through pubs, provides a strong foundation for its global recognition.

Phillip:
"Authentically nailed Irish culture and its placement... the creation of Irish pubs... became an international distribution network."
[27:36]

7. Creating Shareable Moments and Brand Loyalty

The hosts discuss Guinness's innovative approaches to creating memorable, shareable experiences, such as the "stoutie" selfie station, which blends tradition with modern social media engagement.

Phillip:
"It's creating digital shareable moments... you can go into the Guinness thing, but what are you gonna share on social media that people will comment?"
[10:13]

Camille reflects on how such features not only engage visitors but also enhance brand loyalty by integrating Guinness into personal and social narratives.

Camille:
"It was reinforcing that it's a stout beer... It's a part of the beer what's left over in the bottom."
[10:28]

8. The Importance of Experience in Branding

Both hosts emphasize that Guinness's success is deeply rooted in the consistent, immersive experience it offers—from the brewing process to advertising and customer interactions. This holistic approach ensures that every touchpoint reinforces the brand's iconic status.

Camille:
"They spend and they focus on experience... the same level of thinking and creativity was put into how they designed the full experience."
[07:05]

Phillip:
"Go back to story is if you are making a product or delivering a service, go back to the roots of what inspired that product and then try and tie your product to a grander story."
[36:20]

9. Conclusions and Key Takeaways

Camille and Phillip conclude by reiterating the significance of aligning a brand with cultural narratives and ensuring consistent, high-quality experiences across all platforms. They highlight Guinness as a paramount example of how cultural integration, innovative advertising, and strategic distribution can elevate a brand to international iconic status.

Phillip:
"The right Irish sweater that's done to look unique and super stylish... tying it to culture."
[35:07]

Camille:
"Creating those associations in clients who have businesses that need to be recognized... make it iconic."
[32:56]

They encourage brands to delve deep into their cultural roots and craft stories that resonate universally, much like Guinness has done over centuries.

Notable Quotes

• Camille:
  "What a mighty good brand. Say it again now. What a brand, what a brand, what a brand."
  [00:16]

• Phillip:
  "That's brand is religion. That's like the Mecca of branding."
  [00:36]

• Camille:
  "They signed a 9,000-year lease to keep that property."
  [02:26]

• Phillip:
  "I became a fan of it when I was flying through Ireland... the ceremony of it just made me always love Guinness after that."
  [03:42]

• Camille:
  "They made this museum quality to experience the brand... understanding the importance of experience and branding."
  [07:05]

• Phillip:
  "There are so many brands that are spending tons of money, but they're not making good stories. They're just making crappy stories."
  [15:59]

• Camille:
  "Those Guinness ads of the colorful toucans really stood out."
  [17:57]

• Phillip:
  "It had nothing to do with wokeness, but it had something to do with empowerment."
  [21:03]

• Camille:
  "It was so cheeky... it was well executed and the Irish have a good sense of humor."
  [24:53]

• Camille:
  "If you have a product that can be aligned to a country's iconic status... it's a great way to ride a wave, to access something much bigger."
  [27:36]

• Camille:
  "Creating those associations in clients who have businesses that need to be recognized... make it iconic."
  [32:56]

Final Thoughts

In this episode, Camille and Phillip provide a comprehensive analysis of Guinness's branding strategies, demonstrating how deep cultural integration, innovative advertising, and a focus on experiential branding can transform a national favorite into a global icon. Their insights offer valuable lessons for business owners and marketers aiming to elevate their brands through storytelling and cultural alignment.