Brand Positioning


Project details




Brand & Communications Strategy

Brand Positioning: Ireland

As much a cultural phenomenon as a brand, Guinness in Ireland were struggling to pin down the Guinness brand essence, a simple articulation of the core values at the heart of a rich and complex brand, to give greater clarity to creative agencies developing brand communications.

By conducting a deep dive strategic analysis on brand truths, communication history and consumer perceptions, and working collaboratively with internal stakeholders, Donogh’s work set the foundations for Guinness brand positioning strategy in Ireland, which he subsequently helped evolve into a global brand essence.

From our time working together in Diageo, I’ve been seriously impressed by Donogh’s strategic thinking.  He has the ability to get right to the core of the brand’s DNA, and to articulate it in a simple but powerful way that inspires internal staff as well as external creative agencies.”

John Kennedy, President Europe, Turkey & India, Diageo