The revolution has begun.But this time, it’s less about Bolsheviks, more about Trader Vic’s—and Scion and Coke Zero and Vespa, among other consumer brands. While 2007 will go down in branding history as the year of The Great Lite Brite Bomb Scare, it also marked a turning point. In the world of guerrilla marketing—that realm where, to get the public’s attention, anything goes—discipline has tempered daring.

For Lucian James, the revolution mirrored here is a wholly American one. “The original guerrilla action was famously conducted to draw attention to the underdog in the face of the corporate hegemony,” said the CEO of marketing agency Agenda Inc., San Francisco. “It was conducted at night, by people wearing disguises, and the Boston authorities passed laws to prevent it from happening again.” ...

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