How creative public relations that attacks the mainstream cacophony helps your business
Early in the 19th century during the Peninsular War, when Spain was resisting Napoleon, the term “guerra” (Spanish for war) evolved to “guerrilla” to describe the way the Spanish were fighting against Napoleon’s empire. The fighters against the mainstream were rebels, radicals and revolutionaries. This small independent group used irregular means to fight against larger regular forces.
In the 1980s, the phraseology “guerrilla marketing” evolved from the historical corps of special fighters who succeeded in going up against the establishment. Gearing the strategies that worked in the Pyrenees as well as the jungles of Latin America, businesses (using little cash or other resources) could attack the big companies in similar non-traditional ways, on non-traditional battlefields.