A couple of weeks ago, I went along to an author event with Kate Mosse, best known for her historical novels and more recently, her Young Adult book, Feminist History for Every Day of the Year.

During the Q&A, a teacher stood up and said something that really stuck with me. She explained that despite weaving inspirational stories of women through her lessons, the young women in her classes still had the same insecurities and self-doubt that previous generations faced.

Her question to Kate was simple but powerful: “What advice would you give them?”

Kate’s response was just one word: “Learn how to be resilient.”

That’s been turning over in my mind ever since.

Because she’s absolutely right, resilience is something we don’t always teach directly, but it’s essential in every aspect of life… including marketing.

Resilience in marketing looks a lot like resilience in people.

• It’s about showing up when it feels like nothing’s landing.
• It’s about being consistent even when you’re not sure anyone’s watching.
• It’s about learning from what didn’t work instead of throwing in the towel.

I’ve seen so many businesses lose confidence when results take time — pulling back on their social media, dropping their newsletters, or rewriting their entire brand message after one quiet month. But here’s the truth: marketing works through momentum, not magic.

Resilience is the quiet commitment to keep going, keep learning, and keep showing up — even when you’re tired of the sound of your own posts.

It’s knowing that brand trust and recognition build slowly, over time, through every conversation, every share, and every genuine connection you make.

So how do you build marketing resilience?

• Be clear on your purpose. When you know why you’re doing it, it’s easier to stay steady when results wobble.
• Plan, but stay flexible. Strategy gives direction; resilience gives adaptability.
• Track progress, not perfection. Focus on trends over time, not one-off results.
• Celebrate small wins. Every enquiry, new follower, or kind comment counts.

Resilience isn’t glamorous, but it’s what keeps your business visible, relevant, and trusted long after the latest algorithm or trend has passed.

So maybe Kate Mosse’s advice isn’t just for young women finding their place in the world, it’s for all of us trying to grow, build, and keep believing in what we’re doing.

Because in marketing, as in life, resilience is the real superpower.

If you’d like to strengthen your marketing resilience heading into 2026, why not book a Marketing Power Hour with Marketing Doris?  It’s a practical, focused session to help you regain clarity, confidence, and consistency — the three ingredients that make resilience stick.