Week 7-MBA 6101- Guerrilla Marketing

Chapter 7: The Nature of the Guerrilla

When looking to implement guerrilla marketing tactics into a marketing strategy, there are a couple attributes that need to be acquired. This starts with the name of a company. Not only does it need to be unique and compelling, but it needs to evoke an emotion from a customer. As Jay Conrad Levinson mentions in his book Guerrilla Marketing, there are good names and there are bad names. This name can't prohibit growth, can't already be used and should be short and simple. 

Other than a name, more attributes include a meme, theme line, branding, positioning, quality, location, credibility and countless others. One of the largest attributes needed for guerrilla marketing is reputation. It can take years or even decades to build a strong and positive reputation, however, in the world we live in now, it can be so easy and quick to ruin a reputation. With customers voicing their opinions now more than ever and social media being a main news source, one bad experience can be spread like wildfire. This could severely damage a company's reputation and ultimately, its bottom line. A reputation is not something that can be bought but something that needs to be earned through quality products or services, admirable causes and excellent customer service.