The powerful branding trick Guinness, Corona, and Spotify all share

The brands that leave a lasting impression on people are not necessarily those with the most extravagant advertising campaigns, but rather those that cultivate small, repeatable behaviors that become habits for their customers. A prime example is Guinness, where drinkers engage in the ritual of “Splitting the G,” which involves taking the perfect first sip so that the foam line aligns precisely with the letter G on the pint glass. Originally, the target was the gap between the harp and the Guinness logo, but social media simplified this ritual, making it easier to share and adopt. This demonstrates how brands can create memorable experiences through simple, shareable actions that resonate with consumers. QUESTION: Why do you think small, repeatable behaviors can have a more lasting impact on brand loyalty than large advertising campaigns?