Jeannie Levinson

Our plan was clear: Use marketing to change the identity of the brand from female to male while increasing sales of the brand

This would not be easy. “Cathexis,” a word with Greek roots, relates to the degree of emotional attachment people feel to something. Cigarettes are a very high cathexis product. Getting women to switch shampoos because of marketing is easy because the majority of women do switch shampoo brands during the year. Shampoo is a low cathexis product. But smokers rarely switch

But nothing has changed with the marketing, other than cigarette advertising being banned from radio and TV, and the price of cigarettes soaring. The same marketing campaign that appeared to fail has succeeded to the point that Marlboro is now known as the best-marketed brand in history.
How did that happen? It happened because of the power of the first secret of guerrilla marketing. It’s the same secret as the secret of a good marriage or a great golf game or a successful business. The word is “commitment.”

COMMITMENT

But nothing has changed with the marketing, other than cigarette advertising being banned from radio and TV, and the price of cigarettes soaring. The same marketing campaign that appeared to fail has succeeded to the point that Marlboro is now known as the best-marketed brand in history.
How did that happen? It happened because of the power of the first secret of guerrilla marketing. It’s the same secret as the secret of a good marriage or a great golf game or a successful business. The word is “commitment.”

COMMITMENT

Two frogs fell into a large cylindrical tank of fluid, and both fell to the bottom. The walls were sheer and slippery. One frog died but one survived.
Why?

The frogs fell into a large tank of cream. One swam around for a while but then gave up and drowned.

The other frog kept persistently swimming until his movement turned the cream into little lumps of butter on which he safely floated.

Your level of commitment and perseverance can determine if your marketing campaign sinks or swims.

I don’t like saying this in print, but I don’t want you to miss the point here: brilliant marketing without commitment isn’t nearly as profitable as even medium marketing with commitment. It’s the commitment that makes it happen. The hero of the Marlboro campaign was not the creative who dreamt up the marketing, but the chairman of the board of Philip Morris, parent company of Marlboro, who stayed with the campaign from day one, reminding us that we had let him know that the marketing might not work immediately. Thank you, Joseph Cullman IV, for being a guerri

The second secret reminds you what marketing really is—an investment. It’s the best investment you can make if you do it right. It’s less risky than the stock market and pays off better than other kinds of investments, but again—only if you do it right. This Remix of guerrilla marketing exists to help you do it right

Don’t expect miracle results from marketing. Few conservative investments result in miracles. Instead, expect eventual

success. Knowing these secrets can lead to that success

The third secret reminds you that restraint will be your ally in guerrilla marketing. The first people who tire of that marketing will be the people who love you most but offer the worst possible advic

These people are your employees, co-workers, family, and friends. They spend a lot of time paying attention to your marketing, so they become bored with it before the public, which barely pays attention to your marketing. That’s why your closest allies counsel you to change your marketing.

yours suggest that you change your marketing, you’ve got to give them a warm hug, then send them on their way, realizing that they probably are not guerrillas. Staying the course is what guerrillas