Thinking Outside the Box as a Brand-Building Strategy
- Published: 09/04/2025
- 20 minutes read
Thinking Outside the Box as a Brand-Building Strategy
- Published: 09/04/2025
- 20 minutes read
Key Learning Objectives
1. Learn how Michelin and Guinness identified and answered their customers’ needs.
2. Explore how these brands used content marketing strategy to transcend industries.
3. Analyze how Michelin and Guinness effectively separated their sub-brands from their core businesses.
Abstract
This case study focuses on how world-class brands have transformed themselves by forming independent sub-brands that expand their core value offerings. Brands such as Guinness and Michelin have boldly departed from their traditional product categories to construct stand-alone, but strategically associated brands. Guinness expanded its visibility by launching Guinness World Records. Today, they are separate identities due to their well-created branding strategy. On the other hand, Michelin has gone beyond being a tire company with its well-known tourist guide. By analyzing these cases, we uncover key lessons in brand expansion and content marketing.
Introduction
Some brands sell products. Others sell possibilities. But a rare few, like Michelin and Guinness, rewrite the rules entirely. Michelin was never just about tires. And Guinness? It brewed not only beer but also curiosity, competition, and culture. This case study is about how two companies turned consumer behavior into brand equity, and how useful customer-first content can quietly evolve into cultural currency. At first, the Michelin Guide and the Guinness Book were meant to promote products unobtrusively. However, they created platforms due to the value they brought to their respective customers. How did content marketing morph ordinary products into cultural legends? What secrets lie in their ability to spark curiosity and challenge expectations?
In this case study, we’ll dissect the well-planned branding strategies behind these transformations to learn how content can move a brand to new markets when executed with purpose and audacity.
Guinness: Beer That Became a Global Benchmark of Excellence
What do a pint of beer and the most formidable human achievements have in common? That’s right – Guinness, the company making the beer, created the Book of Superlatives (today Guinness World Records) in 1955¹. Originally published to settle an argument over which game bird was the fastest in Europe and similar records, Guinness Breweries commissioned 1000 copies of the then-world records and distributed them in pubs, free of charge². The book became immensely popular, crossing the Atlantic the following year, and becoming a world phenomenon. At one moment, it had its own TV series – Record Breakers. Today, the Guinness World Record book has sold more than 150 million copies and has been translated into 40 languages.
So, what is the secret of their worldwide success? They utilized content marketing strategy so well that today, people no longer associate a brewery with world-record-breaking events.
How did Guinness do it?
1. Understanding the customer
Guinness had a deep understanding of pub culture. They recognized the joy people find in debating seemingly trivial facts. For example, one person might claim, “I saw the tallest person alive yesterday!” while another could counter, “No, I saw the tallest person alive a few weeks ago!”. Guinness understood these discussions showcased their customers’ love for quirky facts, friendly debates, and shared experiences. These interactions were central to pub culture and reflected their target customer. Guinness leaned into this curiosity-driven culture, with an idea that would keep their brand at the heart of pub conversations. When someone wanted to settle a debate, Guinness wanted to provide the answer, turning their new book into a trusted source of knowledge.
This example illustrates the power of truly understanding your customer. By comprehending their customers’ interests and the essence of pub culture, Guinness epitomized the “Thinking Outside the Box” phrase. This approach led to the development of their effective content strategy.
2. Distributing the content for free to build the brand
With a deep understanding of their customers, Guinness gathered facts and compiled them into a book called the Guinness Book of Superlatives. Written by Norris and Ross McWhirter, the book was designed both as a marketing tool and an unbiased reference to settle any debate. The book itself was given free of charge to pubs throughout Britain, guaranteeing that it ended up in the very center of where the discussions were occurring.
What made Guinness’ distribution strategy so great? Guinness gave the book to pubs for free, knowing they were places where their customers were. This way, the brand became part of everyday conversations without feeling like an advertisement, leading to increased brand awareness. Guinness went even a step further to connect with its customers. They thought about who would use it and where, and that’s when the idea for the design came. The book had a waterproof cover, making it even more useful in pubs, where spills are common!
How did Guinness turn a book into a trusted source of knowledge, improving their customers’ pub-going experience?
3. Creating content that the customers find incredibly valuable
- Addressing a Specific Need – the book targeted pub-goers by providing answers to common debates, making it highly relevant and valuable.
- Engaging Content – with records ranging from human achievements to natural extremes, it captivated customers with its variety and intrigue.
- Content Designed for Interaction – the records were chosen to spark debates, encouraging social interaction among people in pubs³. This approach perfectly matched the lively environment and made the content both engaging and memorable.
The book, however, grew in popularity, and the following year, it got to the US, where people saw incredible value in it. Year after year, sales rose. And soon, people who had never heard about Guinness beer started to compete in breaking the records from the previous year⁴. As its popularity exploded, Guinness spun off the idea into a separate company, which we now know as Guinness World Records. It became a fully independent brand, with its own adjudicators and brand ambassadors. Today, it stands on its own, far beyond its beer roots.
Lessons learned
Today, we have a separation between the concepts of Guinness the beer and Guinness Book of World Records. Essentially, they came from the same place – the brewery. But this illustrates how a content marketing strategy outgrew its initial purpose. Guinness understood its ideal customer – pub-goers who loved debating quirky facts – and gave their ideal customer what they needed – a book of reference to make their debates more informed (and more heated!). Today’s decision makers can learn a lot from Guinness, and that is the importance of deeply understanding their customers, crafting content that evolves with their needs, and mastering the art of distributing the content to forge a brand identity that truly endures.
A beer brand created a book. But they weren’t the only ones. Another unlikely brand had done something similar, but with a very different goal. Not to settle debates, but to get people to use cars more often. So what does a tire company have to do with fine dining?
Let’s talk about the Michelin Guide.
Guinness: Beer That Became a Global Benchmark of Excellence
What do a pint of beer and the most formidable human achievements have in common? That’s right – Guinness, the company making the beer, created the Book of Superlatives (today Guinness World Records) in 1955¹. Originally published to settle an argument over which game bird was the fastest in Europe and similar records, Guinness Breweries commissioned 1000 copies of the then-world records and distributed them in pubs, free of charge². The book became immensely popular, crossing the Atlantic the following year, and becoming a world phenomenon. At one moment, it had its own TV series – Record Breakers. Today, the Guinness World Record book has sold more than 150 million copies and has been translated into 40 languages.
So, what is the secret of their worldwide success? They utilized content marketing strategy so well that today, people no longer associate a brewery with world-record-breaking events.
How did Guinness do it?
1. Understanding the customer
Guinness had a deep understanding of pub culture. They recognized the joy people find in debating seemingly trivial facts. For example, one person might claim, “I saw the tallest person alive yesterday!” while another could counter, “No, I saw the tallest person alive a few weeks ago!”. Guinness understood these discussions showcased their customers’ love for quirky facts, friendly debates, and shared experiences. These interactions were central to pub culture and reflected their target customer. Guinness leaned into this curiosity-driven culture, with an idea that would keep their brand at the heart of pub conversations. When someone wanted to settle a debate, Guinness wanted to provide the answer, turning their new book into a trusted source of knowledge.
This example illustrates the power of truly understanding your customer. By comprehending their customers’ interests and the essence of pub culture, Guinness epitomized the “Thinking Outside the Box” phrase. This approach led to the development of their effective content strategy.
2. Distributing the content for free to build the brand
With a deep understanding of their customers, Guinness gathered facts and compiled them into a book called the Guinness Book of Superlatives. Written by Norris and Ross McWhirter, the book was designed both as a marketing tool and an unbiased reference to settle any debate. The book itself was given free of charge to pubs throughout Britain, guaranteeing that it ended up in the very center of where the discussions were occurring.
What made Guinness’ distribution strategy so great? Guinness gave the book to pubs for free, knowing they were places where their customers were. This way, the brand became part of everyday conversations without feeling like an advertisement, leading to increased brand awareness. Guinness went even a step further to connect with its customers. They thought about who would use it and where, and that’s when the idea for the design came. The book had a waterproof cover, making it even more useful in pubs, where spills are common!
How did Guinness turn a book into a trusted source of knowledge, improving their customers’ pub-going experience?
3. Creating content that the customers find incredibly valuable
- Addressing a Specific Need – the book targeted pub-goers by providing answers to common debates, making it highly relevant and valuable.
- Engaging Content – with records ranging from human achievements to natural extremes, it captivated customers with its variety and intrigue.
- Content Designed for Interaction – the records were chosen to spark debates, encouraging social interaction among people in pubs³. This approach perfectly matched the lively environment and made the content both engaging and memorable.
The book, however, grew in popularity, and the following year, it got to the US, where people saw incredible value in it. Year after year, sales rose. And soon, people who had never heard about Guinness beer started to compete in breaking the records from the previous year⁴. As its popularity exploded, Guinness spun off the idea into a separate company, which we now know as Guinness World Records. It became a fully independent brand, with its own adjudicators and brand ambassadors. Today, it stands on its own, far beyond its beer roots.
Lessons learned
Today, we have a separation between the concepts of Guinness the beer and Guinness Book of World Records. Essentially, they came from the same place – the brewery. But this illustrates how a content marketing strategy outgrew its initial purpose. Guinness understood its ideal customer – pub-goers who loved debating quirky facts – and gave their ideal customer what they needed – a book of reference to make their debates more informed (and more heated!). Today’s decision makers can learn a lot from Guinness, and that is the importance of deeply understanding their customers, crafting content that evolves with their needs, and mastering the art of distributing the content to forge a brand identity that truly endures.
A beer brand created a book. But they weren’t the only ones. Another unlikely brand had done something similar, but with a very different goal. Not to settle debates, but to get people to use cars more often. So what does a tire company have to do with fine dining?
Let’s talk about the Michelin Guide.
Michelin: From High-Performance Tires to Trusted Travel Guides
Michelin, the tire manufacturer, created its restaurant guide. In 1900, the cars were still a novelty. To increase the demand for cars and, consequently, their tires, Michelin’s founders, André and Édouard Michelin, came up with an idea to publish a guidebook for the best restaurants in France⁵. The guide’s first edition was printed in 35 thousand copies and distributed for free. It also had maps, instructions on how to repair or replace tires, repair shop listings, hotels, gas stations – everything you’d need when planning a road trip⁶. The Michelin Guide wasn’t just about tires; it provided helpful information for people going on an adventure.
But here’s where things get interesting. Over time, one section of the guide, the restaurant recommendations, started stealing the spotlight. By 1926, Michelin introduced a star system to rate restaurants⁷, and by 1931, the now-famous three-star system was born. What started as a marketing tool for increasing tire sales had transformed into a culinary compass.
How did a brand known for tires become the ultimate authority in gastronomy?
1. Understanding the customer
Michelin’s success with its guide was rooted in understanding its customers: early 20th-century car owners. To sell tires, Michelin even encouraged repair shops to display its tires as the best tires on the road. They soon learned that these car owners desired more than reliable tires. They also valued the journey’s quality, safety, and thrill – whether it was a long road trip or a short daily commute⁸.
Understanding this, Michelin realized that driving was about the entire experience, not just the destination. Therefore, Michelin expanded its offering. Their travel guides became a bonus, providing valuable information that resonated deeply with their customers. This added value played an important role in strengthening the bond between Michelin and drivers. By understanding their customers, Michelin shifted their promotion of tires into a travel guide.
2. Distributing the content for free to build the brand
Once Michelin understood their customers, they made sure it reached their customers. Knowing that drivers mostly visit garages and repair shops, and in 1900 they distributed the guide for free at these spots, embedding it directly into motorists’ routines⁹.
But there was a problem. In 1920, André Michelin discovered copies of the guide used as makeshift workbench supports in a garage, a sign that free materials weren’t valued¹⁰. This observation led to a big distribution shift. Michelin started charging 7 francs, about 15 USD today, for the guide¹¹. It ultimately changed the guide from something you would throw away to something you desperately coveted. The core of their success was, of course, in understanding human behavior¹². At first, giving away the guide made it a part of the traveling ritual; by charging it later, they increased its value.
But what happens when an effective distribution strategy meets exceptional content creation?
3. Creating content that the customers find incredibly valuable
The Michelin Guide’s success lies in creating content that resonates deeply with its customers. Initially, it provided all basic things to the early motorist, including maps and lists of hotels and mechanics. It delivered immediate traffic information to drivers who are on unknown roads, making it a handy guide. The guide’s true value lies in its evolution in content¹³. The addition of restaurant recommendations increased its value and became a vital resource. By adding restaurant recommendations, one capitalized on travelers’ desire for stops during their journeys. In doing so, Michelin went beyond mere content creation; they crafted prestige. They built trust and credibility through the unbiased ratings from the anonymous reviewers¹⁴. And as the guide expanded globally, so did its influence. Now covering 37 countries, the Michelin Guide is revered by food lovers everywhere, not as a tire company’s marketing tool but as an independent authority on gastronomy¹⁵.
Lessons learned
Michelin achieved a remarkable branding strategy by separating its Michelin Guide from its core tire business, creating a sub-brand so distinct that most people today don’t associate Michelin Stars with tires. This strategic move succeeded in releasing the guide from its original premise, allowing it to become something of a byword for culinary excellence while leaving Michelin with its own image for quality and innovation. So, what is the secret sauce to Michelin’s success? It’s simple. They didn’t sell tires; they provided valuable information to their customers in a way that resonates with their needs. By understanding your customer and creating content that delivers real value, even something as simple as a guidebook can grow into one of the world’s most respected awards.
Michelin: From High-Performance Tires to Trusted Travel Guides
Michelin, the tire manufacturer, created its restaurant guide. In 1900, the cars were still a novelty. To increase the demand for cars and, consequently, their tires, Michelin’s founders, André and Édouard Michelin, came up with an idea to publish a guidebook for the best restaurants in France⁵. The guide’s first edition was printed in 35 thousand copies and distributed for free. It also had maps, instructions on how to repair or replace tires, repair shop listings, hotels, gas stations – everything you’d need when planning a road trip⁶. The Michelin Guide wasn’t just about tires; it provided helpful information for people going on an adventure.
But here’s where things get interesting. Over time, one section of the guide, the restaurant recommendations, started stealing the spotlight. By 1926, Michelin introduced a star system to rate restaurants⁷, and by 1931, the now-famous three-star system was born. What started as a marketing tool for increasing tire sales had transformed into a culinary compass.
How did a brand known for tires become the ultimate authority in gastronomy?
1. Understanding the customer
Michelin’s success with its guide was rooted in understanding its customers: early 20th-century car owners. To sell tires, Michelin even encouraged repair shops to display its tires as the best tires on the road. They soon learned that these car owners desired more than reliable tires. They also valued the journey’s quality, safety, and thrill – whether it was a long road trip or a short daily commute⁸.
Understanding this, Michelin realized that driving was about the entire experience, not just the destination. Therefore, Michelin expanded its offering. Their travel guides became a bonus, providing valuable information that resonated deeply with their customers. This added value played an important role in strengthening the bond between Michelin and drivers. By understanding their customers, Michelin shifted their promotion of tires into a travel guide.
2. Distributing the content for free to build the brand
Once Michelin understood their customers, they made sure it reached their customers. Knowing that drivers mostly visit garages and repair shops, and in 1900 they distributed the guide for free at these spots, embedding it directly into motorists’ routines⁹.
But there was a problem. In 1920, André Michelin discovered copies of the guide used as makeshift workbench supports in a garage, a sign that free materials weren’t valued¹⁰. This observation led to a big distribution shift. Michelin started charging 7 francs, about 15 USD today, for the guide¹¹. It ultimately changed the guide from something you would throw away to something you desperately coveted. The core of their success was, of course, in understanding human behavior¹². At first, giving away the guide made it a part of the traveling ritual; by charging it later, they increased its value.
But what happens when an effective distribution strategy meets exceptional content creation?
3. Creating content that the customers find incredibly valuable
The Michelin Guide’s success lies in creating content that resonates deeply with its customers. Initially, it provided all basic things to the early motorist, including maps and lists of hotels and mechanics. It delivered immediate traffic information to drivers who are on unknown roads, making it a handy guide. The guide’s true value lies in its evolution in content¹³. The addition of restaurant recommendations increased its value and became a vital resource. By adding restaurant recommendations, one capitalized on travelers’ desire for stops during their journeys. In doing so, Michelin went beyond mere content creation; they crafted prestige. They built trust and credibility through the unbiased ratings from the anonymous reviewers¹⁴. And as the guide expanded globally, so did its influence. Now covering 37 countries, the Michelin Guide is revered by food lovers everywhere, not as a tire company’s marketing tool but as an independent authority on gastronomy¹⁵.
Lessons learned
Michelin achieved a remarkable branding strategy by separating its Michelin Guide from its core tire business, creating a sub-brand so distinct that most people today don’t associate Michelin Stars with tires. This strategic move succeeded in releasing the guide from its original premise, allowing it to become something of a byword for culinary excellence while leaving Michelin with its own image for quality and innovation. So, what is the secret sauce to Michelin’s success? It’s simple. They didn’t sell tires; they provided valuable information to their customers in a way that resonates with their needs. By understanding your customer and creating content that delivers real value, even something as simple as a guidebook can grow into one of the world’s most respected awards.
Conclusion: Lessons for Today’s Decision-Makers
The branding strategy behind Michelin and Guinness is an example for today’s decision-makers aiming to expand influence, create long-term value, and build enduring brands. Deep customer understanding is the base of every successful branding strategy. And using those learning to develop a content strategy that resonates with the customers is the most powerful brand asset.
Key takeaways for decision-makers:
- Invest in understanding your customers.
- Create relevant content for your customers, not necessarily in your field of expertise only.
- Be open to innovation and flexible to adapt to all changes.
- Focus on long-term branding success.
If you'd like to discuss your content marketing strategy, contact us below.
References:
1. https://en.wikipedia.org/wiki/
Guinness_World_Records
2. https://www.guinnessworldrecords.
com/about-us/our-story
5. https://com546termproject.
wordpress.com/the-past-19th-20th-centuries/the-michelin-brothers/
6. https://en.wikipedia.org/wiki/
Michelin_Guide
7. https://www.andyhayler.com/
michelin-history
8. https://www.escoffier.edu/blog/
world-food-drink/a-brief-history-of-the-michelin-guide/
10. https://edition.cnn.com/2024
/02/10/business/michelin-guide-history/index.html
11. https://guide.michelin.com/th/en/
history-of-the-michelin-guide-th
14. https://www.escoffier.edu/blog/
world-food-drink/a-brief-history-of-the-michelin-guide/
15. https://www.bbc.com/travel/article/
20181024-the-ingenious-story-behind-michelin-stars