Gorilla or Guerrilla?
In emails or memos that reference the tactic of "guerrilla marketing" – eschewing traditional media for unconventional, attention-getting, and relatively cheaper message placements – the unknowing writer has misspelled it as gorilla marketing.
That, ironically, brings to mind the old "800-pound gorilla" designation for the biggest, most powerful brand in a given industry – one whose advertising budgets dwarfed their competitors' miniscule marketing dollars and thus had little for need for the cleverness of guerrilla advertising.
The term, incidentally, was coined by author Jay Conrad Levinson in his 1984 book, Guerrilla Marketing. He based it, of course, on the concept of guerrilla warfare, i.e, small independent groups using ambush, surprise, and mobility to effectively battle against larger forces.
Going back one step further, guerrilla is derived from the Spanish word for war (hence, "small war") and was how the Spanish described their resistance to Napoleon's French army during the early 1800s.
But back to my main point: Guerilla marketing is superfluous if you’re the gorilla doing the marketing.
Of course, there's also this kind of gorilla marketing, but we don't have to get into that right now: