KGB vs. Guerrilla vs. Truth Play Marketing
Hey Blazers,
Let’s play a game.
Imagine you’re building three marketing campaigns but each is inspired by a wildly different philosophy based on Psych Ops:
The KGB’s ruthless authority.
Guerrilla fighters’ grassroots hustle.
Truth Play’s strategic psychological dominance.
They’re pitted against each other. Only one can win. Let’s break down how each campaign would look, how they’d fight and who would reign supreme.
BTW: I’ve read hundreds of stories, books, obscure chat forums and wild rabbit holes about KGB (FSB), CIA, Global War on Terror (GWOT), 9/11. I’ve sort of aggregated what I’ve learned about winning over hearts and minds, propaganda or just winning the objective and turned them into marketing lessons.
This is just for shits n’ giggles.
The REAL KGB et. al. are far more brutal, unethical.
This piece of content is ALL ethical, nothing illegal in this piece and NO ONE will get hurt.
The KGB Playbook
If the KGB taught us anything, it’s how to own a room through sheer dominance. This campaign exudes power, trust, and expertise. It relies heavily on perception (it fights HARD to control your perception). It wants you to feel helpless. It has to appear larger than life. It uses heavy symbolism that triggers people. It seeks to be the authority in the niche. It’s got the cash to pull this off. Culture be damned.
-
Launch a bold video campaign where authority figures (CEOs, influencers) endorse your brand.
Publish must-have resources like whitepapers or groundbreaking studies.
Roll out a high-profile event that screams exclusivity.
Take expensive brand photos
Pay for play in Forbes, INC., and other magazines
Pay for play in the upper rungs of the speaking and podcast circuit.
-
Instantly builds credibility.
Commands attention through power moves.
Shows dominance/wow factor
-
Can feel cold or intimidating. Relatability might suffer.
Feels too traditional
Guerrilla Tactics
The guerrilla warfare approach thrives on connection. It’s scrappy, heartfelt and absolutely impossible to ignore. It's David vs. Goliaths of marketing and all we have is a few pebbles. I’m in many ways a guerilla marketer. I want the audience to FEEL something. I want the audience to cheer for us. We don’t have the big budgets or access to the upper rungs of marketing war chests. We start from ZERO and use it to our advantage.
-
Start a campaign showcasing customer stories and struggles.
Create micro-events like pop-ups or challenges that make people feel something.
Double down on community-driven initiatives. Basically turn clients into advocates.
Storytelling and rally cries are tools of the guerilla marketer.
Network hard core (get on the ground and start meeting people)
-
Builds loyal communities and creates authentic emotional bonds.
Agile and adaptable. Perfect for underdogs.
-
Relies heavily on the goodwill and engagement of your audience.
When engagement drops, so does your battle plan.
Truth Play
There’s been a shift in the PsychOps realm in the post COVID world. TRUTH and TRANSPARENCY is the newest weapon on the battlefield for your vote and mind. It’s a strategy of preemptive psychological dominance. People are tired of being lied to. There are far, far too many ways to get information. MSM can’t be trusted. Legacy media can’t be trusted. Social media can’t be trusted. So.. who can? Those who employ Truth Play.
-
Roll out a content series debunking myths or misconceptions in your industry.
Leverage USG, testimonials and success stories to showcase real results.
Personalize everything. Emails, content, social ads and even your landing pages.
Perfection is the enemy. Go for rawness.
Use data to tell the right story.
Show your weakness too (show your scars not your wounds)
-
Creates long term trust and brand loyalty.
Positions your brand as the ethical thought leader.
-
Takes longer to gain traction. Credibility can be slow to build.
Invites trouble.
The “KGB” of your niche will start hunting you down. Be ready.
The “Guerilla marketers” will fight dirty if you steal their thunder.
Who Wins?
For immediate impact
Winner: KGB
Nothing grabs attention faster than a power play. The KGB campaign would crush in the short term with its bold authority moves. It is overwhelming at first. It feels authoritative. It feels like a million bucks.
For the emotional connection
Winner: Guerrilla tactics
Guerrilla marketing pulls heartstrings and builds a loyal tribe. The grassroots approach wins when trust and engagement are key. You can get your audience to do ANYTHING. They want to go to bat for you. They want to be on the front lines. They want to wear your merch. They want to be associated with you. They are thrilled to refer you. They can’t wait to fly in for the event you’re hosting. Why? Because your narrative and brand makes them FEEL.
Long term dominance
Winner: Truth Play
While slower to start, Truth Play campaign outlasts the competition by jacking up credibility and trust that has a long horizon. Your reputation is your currency. When people see your name (or your company’s name) they just KNOW, warts and all, that you can be trusted. And more importantly, you can get REAL results, not more claps, not bloated numbers, but real tangible outcomes. The data and research is front and center, undeniable. You’ll be in the game a long time.
Final Verdict
If you’re looking for a knockout punch, go full KGB.
Want to rally a loyal fan base? Guerrilla tactics are your best bet.
But if you’re playing the long game, Truth Play takes the crown.
Here’s my advice: don’t pick one.
Mix and match based on your goals/values/capabilities.
Want to talk about how to pull that off? Hit reply and let’s get into it.
Chow chow,
Doug
P.S. Which of these campaigns would you run? Or better yet, which do you think would win in your industry? Let me know. Let’s geek out.
