For the past 74 years, Dr. Martens – also known as Doc Martens, Docs or DMs, an infamous British footwear and clothing brand based out of England – has been a defining archetype for countercultures in communities and societies around the world. The brand has been a symbol of nonconformity, rebellion, and personal identity since the eight-holed 1460 Dr. Martens boot launched in 1960 – a boot that is still wildly popular to this day.
Through effective brand communication and a commitment to its long-term marketing strategy, Dr. Martens – or Doc Martens as I have always called them – are vigilant stewards of the brand’s image.
They carefully identify and capture key audiences by successfully delivering authentic messaging and relatability to prospective buyers. As a result, the brand has captured the next generation of consumers by consistently representing itself as a source of authority in the lace-up boot market. While other brands tend to wane in and out of popularity over time, DM’s have remained consistent with steady growth over the past twenty years – partially owing to a quality product but mainly because of successful brand communication.
Even more impressive, however, is Doc Martens ability to elevate its position within the shoe and fashion industry by stepping into the stratosphere of consumer identity, ultimately creating an enviable level of unwavering brand loyalty. The boot is a generational symbol of emblematic proportions, representing the countercultures within each system, the non-conformists, the neurodivergent, and the societal rebels and outcasts.
Dr. Martens marketing team crafts compelling messages and each element of its brand strategy is constructed with precise copy and imagery.
The brilliantly designed campaigns pull the threads from the fringes of society, drawing out those that seek to stand out from the basic by embracing the unique artistic displays of self-expression and quiet revolutions.
In recent digital campaigns, the brand has adopted the motto “doing the right thing” as a guide to help them communicate with the audience that they feel best represents the brand and mission. The brand’s YouTube channel is set up to communicate a clear message to its audience, a message that could essentially ostracize them from entire populations and political groups.
Doc Martens “Pride Generations” web series is a public statement of defiance against the discrimination and persecution that many members of the LGBTQ+ communities throughout the world endure. In honor of Black History Month and throughout the year, the Dr. Martens brand also uses its digital voice to celebrate Black history and culture. This communications campaign highlights Black artists, activists, and groups stimulating conversations and breaking down stigmas to create more acceptance and understanding. Additionally, the brand utilizes the video media communication segment to reinforce the brand’s authority and commitment to authenticity and identity. Fostering a “do the right thing” attitude and being authentic is what empowers and influences change within society, and the Doc Martens brand has not only recognized this but they have accepted this as a core tenet of their brand’s identity. It means taking risks, recognizing that not everyone will resonate with your message, and accepting that not every consumer is your ideal customer.
