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Posted on Sep 16, 2013

The Magic that Happens when Differentiating Values are Defined

I’m not a beer drinker. But this ad by Guinness is beyond exceptional. It makes me want to buy Guinness beer just to acknowledge the brand.

The target audience is men. The message speaks to what lives deep within their heart, something that’s actually hard to do with men.

Even my wife, Lori, could appreciate the impact of this ad.

So, if such an ad can capture the hearts of non-beer drinkers, like myself, and even those not part of the target market, there’s clearly something powerful at work here.

They have obviously defined their differentiating values.

Listen carefully and you’ll hear three key values espoused:

  • Dedication.
  • Loyalty.
  • Friendship.

And then the perfect statement is made that defines how the men who drink Guinness feel:

“The choices we make reveal the true nature of our character.”


The story being told here through imagery and words is magic. And it’s beautifully and brilliantly linked to the Guinness brand.

Imagine how effective the marketing of other brands “could be” if they clearly defined their differentiating values.


Does this ad resonate with you? How does it make you feel?




  1. Yes, this resonated with me. The moment when they leave the court together just about made me cry. What a beautiful way to illustrate these extremely important values.

    • Thanks for sharing, Rosemary!