Settling the Pub Argument

ISBN-13: 9783565300556 / Angielski / Miękka / 136 str.

Jesse R. White

Opis

Today, the Guinness World Records brand is synonymous with bizarre human achievements, extreme sports, and childhood fascination. Yet, very few people connect this global authority on the extremes of the universe with its actual creator: an Irish brewery looking to solve a very specific, mundane problem.In the 1950s, the managing director of the Guinness Brewery realized that pubs across Britain and Ireland were filled with patrons aggressively arguing over trivial facts-such as what the fastest game bird in Europe was. Recognizing a brilliant marketing opportunity, he commissioned a definitive reference book designed specifically to settle these drunken debates. The goal was simple: distribute the book to pubs, keep patrons entertained, reduce fights, and subtly associate the ultimate authority on facts with the consumption of Guinness stout.This entertaining business history uncovers the brilliant origin of the ultimate content marketing strategy. It details how the twin brothers Norris and Ross McWhirter transformed a brewery promotion into a standalone cultural phenomenon that completely outgrew its corporate parent.Discover the power of solving your customer's peripheral problems. Learn how to apply the "Pub Argument" strategy to your own business, using unconventional content marketing to build an unshakeable brand authority that transcends your actual product.

Uncover the brilliant marketing origin of the Guinness Book of Records, a book invented solely to settle drunken arguments in pubs.