Embracing Disruption: How to Remodel a Legacy Brand

Hosted by Guinness World Records

This evening workshop is not currently available. Email the Professional Development Department to inquire about future availability of this program.

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.


Keith Green, APR, vice president, B2B Communications & Partnerships, Guinness World Records

Photo of Keith Green, APR