I have been asked by a number of people what the difference is between most brands and a brand that employs guerrilla social media strategies. Today I thought I would share an excerpt from my upcoming book that answers that question.
An excerpt from “Guerrilla Social Media Marketing” by Shane Gibson and Jay Conrad Levinson:
What is an authentic guerrilla brand?
- It makes promises and statements that can be backed up today, tomorrow and indefinitely.
- It is customer-focused and sells and markets to the customer what they need and want.
- It is consistent, 24 hours a day, 365 days a year, in any geography or language.
- It doesn’t take shortcuts for short-term gain; the guerrilla brand builds customers for life.
- It is, however, fallible; all brands have imperfections and weaknesses, and a guerrilla brand does not shovel these things under the rug. It takes feedback and improves the customer experience.
- It is accessible. No executives are in an ivory tower; no labyrinths have been built to keep out the unhappy customer.
- It is focused on a distinct area of true competency and expertise, and that is why people gravitate to the guerrilla brand.
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