The "Original Since" concept will integrate Dr Martens communications initiatives under a single strategic message, designed to shape new perceptions about the brand.
The announcement of the brand revamp follows the launch of a global advertising campaign earlier this year created by Mustoe Merriman Herring Levy. The campaign, which used the strapline "World of Feet" was the brand's first global campaign.
Bobbie Parisi, global brand director, said: "Dr Martens has long served as an icon of self-expression. We plan to build on the brand's strengths, by speaking to the role that Dr Martens can play in defining today's consumers' sense of originality."
Parisi, who joined Dr Martens in early 2002, is heading the move to revamp the brand's positioning, supported by a team of marketing specialists with strong youth marketing and consumer product experience.
"'Original Since' will be integrated into PR, product initiatives and retail imagery," he said.
The "Original Since" positioning is built on the legacy of Dr Martens' most classic and original boot, the 1460, named for the date 1/4/60, when the first pair rolled off the assembly line in Northampton.
The concept's core message is that each individual consumer is also an original in his or her own right.
Dr Martens, once the favourite of mods, punks and generations of students, hopes the new concept will renew its relationship with the critical 13- to 22-year-old market.
"Everybody has the desire to express who they are and to define themselves as unique, original individuals. For a teenager, that might be expressed by wearing a pair of 20-eye steel-toes... for the young office worker, that may be translated through wearing a dressy pair of Dr Martens' new Hornet sandals on a casual Friday," Parisi said.
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