Guinness, the London bus and me. Why even the world’s most recognisable brands never stop showing up
I was in Piccadilly recently, meeting friends, when a bus went past.
I was struck, not by the bus 😊, but by the Guinness advertisement running the full length of its side. Bold, unmistakable, impossible to ignore. And it got me thinking.
Guinness has been brewed since 1759. It is one of the most instantly recognisable products on the planet. Most of us have tried it at least once. There is arguably no adult in the English-speaking world who hasn’t heard of it.
And yet. They still advertise.
Not occasionally. Not when sales dip. Constantly, consistently, across as many channels as they can reach: buses, billboards, television, social media, sponsorships. The Guinness marketing machine never really stops.
Why?
Because even the most established brand in the world understands something that many smaller businesses quietly forget. Presence is not permanent. Awareness needs maintaining. The market is competitive, attention is finite, and the moment you stop showing up is the moment someone else quietly takes your place in your ideal customer’s mind.
If Guinness, with 265 years of heritage behind it, cannot afford to go quiet, what does that tell us about the rest of us?
It tells us that marketing isn’t a phase you go through when business is slow or a campaign you run when you need new clients. It’s a permanent, consistent commitment to reminding the people who matter that you still exist, still care, and still have something genuinely valuable to offer.
Keep showing up. The bus will keep moving regardless.
“Out of sight, out of mind.” — English proverb
Thank you for reading.
PS: I create small, digestible guides on Gumroad for business owners who hate aggressive tactics and prefer relationship-led approaches. New resources are added regularly. For longer reads on lead generation and the human side of sales, follow me on Medium and join the daily conversation on LinkedIn.
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