Guinness: The Colourful Story of a Black and White Brand

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People say "Guinness is Guinness", but it’s not as black and white as that. When you pick up that monochrome pint, you’re about to taste 250 colourful years of global heritage whose ingredients are astounding innovation, and passionate devotion to remaining the world’s top stout. The book tells the story of a truly global brand that’s more than just a beer. Today, Guinness is accepted everywhere it trades because it employs local people, uses local resources, adapts to local tastes, advertises with local relevance and reverence as well as giving people a product they can enjoy and relax with. All are factors that combine to give a modern meaning to the 75-year old gone-but-not-forgotten advertising slogan, "Guinness is good for you". Does it really taste better in Ireland, its spiritual home? For those who want to get to the bottom of the glass, this book of stories reveals the answer to this and provides fascinating insights into a brand that has inspired warmth in drinkers and non-drinkers alike for a quarter of a millennium.

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Mark Griffiths has spent several years writing for brands as diverse as Boots, Mencap, Financial Times, the Fairtrade Foundation, and Marks & Spencer. This is his first book about a brand. Mark worked alongside Anita Roddick during The Body Shop’s campaigning years, as corporate editor. It was when he moved to international branding consultancy Interbrand that he first encountered the difficulties people have relating to brands due to meaningless language. Today, Mark is an independent writer and branding consultant who works hard to invest business words with more meaning so that consumers can relate to all-important brand messages. Table of Contents Planet Guinness In: Drinking Guinness Forward: Innovation & quality Outward: Advertising Inward: Irishness Onward: Power & Africa Out : Thinking Guinness Almost 250 years of Guinness