Embracing Disruption: How to Remodel a Legacy Brand



Hosted by Guinness World Records

Availability
Nov. 9, 2017 5:30–7:30 p.m. EST
New York
New York, N.Y.
Full Price: $145
Members: $95

Category: Branding


Learn the story of GUINNESS WORLD RECORDS™ and how it has transformed from — but still includes — a best-selling book to a global IP brand. You’ll hear how they’ve expanded their audiences by creating a multi-channel strategy including digital, TV and experiential marketing. You’ll learn how GUINNESS WORLD RECORDS™ embraced celebrities around the power of record breaking, what drives their PR strategy in the digital age, who and where their audiences are and what is on the horizon for the brand that is more than six decades old. Participants will be delighted by a special guest — an official GUINNESS WORLD RECORDS™ adjudicator or title holder.

By the end of this session, participants will be able to:

  • Understand how the iconic book you loved as a kid transformed into a global IP brand.
  • Understand the drivers of the company’s current PR and communications strategy.
  • Identify how the power of storytelling fuels interest and helps drives the company’s content strategy.

Presenter

Keith Green, APR, vice president, marketing and commercial sales, Guinness World Records

Photo of Keith Green, APR