Michelin brothers launched a tyre company in France in 1989, when cars were still a novelty. They decided that a ratings guide for hotels and restaurants would encourage the limited number of drivers to visit these places and use up their tyres. This in turn would increase the consumption of tyres in the market. As a result, ‘Michelin Guide’ was launched in the year 1900.
The company has been publishing the Michelin Guide over a century now and a single “Michelin Star” can make or break fine dining establishments around the world.
In the early 1950’s Hugh Beaver, Managing Director of the Guinness Brewery, attended a shooting sports event where he and his hosts argued about the fastest game bird in Europe, and failed to come to an agreement.
He came up with a Guinness promotion based on the idea of settling arguments people have during regular conversations at pubs. He invited two fact-finding researchers to compile a book of facts and figures. This marked the origin of the famous ‘Guinness Book of Records’ (now ‘Guinness world records’).
What Michelin and Guinness did with Michelin Guide and Guinness Book of Records was to create something much more valuable than car tyres and bottle of beer. Something much more indispensable. Something that delivered value to their customers. Something that’s long lasting.
The initiatives have been great brand building tools for these companies and have helped create an image of a premium high quality brand over time.
In a world of likes and shares, companies are focused on getting quick sales more now than ever. Show the customer a few more ads or give them a discount and get them to buy the product!
Marketing is not about advertising or pushing promotional material. It is about building a brand by delivering value. A brand that lasts longer than you, a brand that customer enjoys associating with.