GUERILLA BRANDING

Dramatic shifts in the interplay between brands and their target customers have driven some interesting methods of pushing a brand’s message into the world. As customers abandon old channels of media consumption, savvy marketers must fight to gain brand exposure wherever there is even a fleeting chance of potential exposure. Building off Guerilla Marketing techniques, Guerilla Branding seeks to imbue the basic landscape around us with branded messages. Generic items of infrastructure from benches to mass-transit become opportunities to provide a brief but intimate palette for branding. This technique will be most effective when the implementation is clever, unexpected, and humorous. Simply slapping a logo sticker on the back of a park bench is more Gorilla than Guerilla. Also: nothing will turn potential customers more quickly than a heavy-handed approach that interferes with their daily routine, creates stress, or impedes traffic.

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