The early 1990s… Life is very fast… Guiness is a beer brand. A beer that foams a lot when poured into the glass and takes minutes to pour… Guiness was bleeding all over the UK Islands in those years because people didn't want to wait for it? Customers sang a beer in bars, pubs, and other spirits, the bartender fills two-thirds of the glass, waits for the foam to settle, and continues. It's a long and slow ritual.


Think for a moment, what would you do if you were the owner or marketing manager of that brand? Decreasing sales day by day, stress inversely proportional to decreasing turnover ...

You would probably do research and development to find a remedy to prevent the beer from foaming, or blame the customers. Saying 'they are not waiting', 'the people do not understand us!'.

An Important Update

So what did Guiness do? This discomfort turned foaming into a virtue, a ritual among consumers. How did this happen? By changing advertising campaigns. 'Those who are patient deserve good things.' A perfect glass fills in only 119.53 seconds'. They even filmed a commercial to describe how to pour the beer from a Guiness bottle into a glass. The initially uncomfortable spilling of beer became a ritual shared by the users.


Marketing relies heavily on this point. Users share a common value or a ritual. The transformation of the product into a consumer culture. Follow your customers, listen to their advice. But not all. If you had prevented the beer from frothing at the first moment you encountered this problem, it would have been. There are probably many beer brands that do so. But we don't know their names and stories.

Look around you! There is a Mercedes culture, right? Common points of people who use this product without separating brands and models… or an Apple culture, Harley Davidson…


The quality and affordabilty of your product doesn't matter, what matters is the kind of ritual the consumers have with this product. Build a culture around your product with proper branding!