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

When Guinness drinkers talk about “Splitting the G,” they mean taking the perfect first sip so the foam line lands precisely through the letter G on the pint glass. Ask an Irish bartender and they’ll tell you the original target was the gap between the harp and the Guinness logo, before social media simplified the ritual into something easier to share. Either way, the result is the same: Guinness turned drinking a pint into something people actively participate in. That small act...