Creating inspiring brands.

Guinness Storehouse – Good things do come to those who wait

A strange thing caught my attention the other day while I was having breakfast in my kitchen. Right there on my fridge, among numerous magnets from various cities from across the world, was a single magnet with a brand name on it. It stood out proudly, right in between magnets from Boston and Paris, probably bearing more associations then half a dozen magnets on that fridge. The magnet was a beautiful Guinness pint, bought in Dublin in the Guinness Storehouse.

Guinness is most definitely my favorite beer brand, so no wonder it found its place on my fridge. Guinness has the whole package – the taste, the story and the experience. As a consumer, I simply love it. As a brand consultant, I admire it for communicating its brand values so consistently and through every touchpoint with the consumer.

Even though each of their commercials tells a different story, they all involve us on a personal level. They successfully unite the brands heritage with a modern and surprising twist, always reminding us that good things come to those who wait. It’s the legendary Guinness slogan, made to turn around the negative consumer opinion of the length of time required to correctly pour a pint of Guinness from the tap, usually quoted as 119.5 seconds. It’s glorified in every Guinness commercial and told in every Dublin bar by the bartender pouring the pint of Guinness. It even comes true at the Guinness Storehouse in Dublin, where I bought my fridge magnet.

The Guinness Storehouse is probably the best place to taste the Guinness experience (and the beer, too). It is an old Guinness Brewery turned into a brand museum, perfectly combining the old industrial heritage with the contemporary edge. Every visitor has an opportunity to sense the Guinness brand passing through seven floors, with each floor telling a story of great taste, tradition and heritage. Walking through different floors and stages of the Guinness brand, you are not only a spectator, but also a participant in the unique brand story.

After a two-hour walk through Guinness’ history you get to taste the beer – the perfect Guinness pint, right from the tap. At the top floor of the Guinness Storehouse, drinking my pint and overviewing the Dublin skyline, I finally realized that good things truly do come to those who wait. And bought the magnet.

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