Guinness owns the bar-gument

"The world we experience as 'out there' is actually a reconstruction of reality that is built inside our heads. It's an act of creation by the storytelling brain."
Will Storr, The Science of Storytelling

In November 1951, Sir Hugh Beaver, managing director of Guinness, got into a pub argument about whether the golden plover was faster than the grouse. He realized there was no book to help settle such boozy disputes, so in 1954, he commissioned twin fact-finding researchers Norris and Ross McWhirter to create one. The first Guinness Book of Records was published in 1955. It was a brand moment that didn't interrupt the conversation, but found the wavelength it was happening on and did something that harmonized. Seventy years later, it's still resonating like the clink of glasses that started it all.

Much like the difference between the deft and tone-deaf conversationalist at a Thanksgiving dinner...anyone can force a moment, but great brands create something so true to the moment's frequency that it endures long after the noise fades.