The term means what kind of marketing will ‘stick’ or last via what do you do, share and give away to promote your brand.
The guru of marketing to women, Marti Barletta, summed it up well. She told me in one of our recent conversation that most consultants make it confusing and complicated. “Ginger, keep it simple.” She’s right – and I was already in the Simple Is Good camp so appreciated the reinforcement. Durable marketing can be very elemental, very simple.
Durable marketing therefore can encompass evergreen and recyclable materials, ideas, taglines, mottos, and gear that can be continually refreshed and reapplied.
When you think of Great Brands, what logos pop into your head?
A set of golden arches perhaps? How about a swoosh? Or a person in a brown uniform?
All the alluded brands above are all about durable marketing. They’re not in to gimmicks (short term, expensive), they’re not into one-hit-wonders (again – short term, expensive) and they’re not into misrepresenting their brands (super expensive and off brand).
They’re into being consistently present with the core images and collateral they have found works to market to their target customers, over and over, year over year, sometimes decades in the making.
Your own durable marketing can be the same. Whether you’re a business in planning or a 100+ year old company, durable marketing is your future. It’s the guiding light for your marketing endeavors: what will help make this brand last and be relevant for my customers for years to come.
It’s the same idea Jackie Huba extols in her (marketing must read) book, Monster Loyalty. She points out that Lady Gaga is marketing to those who will be supporting her in 25 years. That’s durability. That’s your goal.