The only thing that should glitter should be your bottom line. Marketing should be change regularly to keep it fresh and new. The longer that solid marketing promotes a product or service, the better. Guerrillas create marketing plans that can guide their efforts for five or ten years, even longer. I think not.
Marketing is successful if it is memorable.
Marketing is successful if it moves your product or service at a profit. Memorability has nothing to do with it. Whether people like it or not has nothing to do with it. Studies continue to prove that there is no relationship between remembering your marketing and buying your offering. All that matters is if people are motivated to make a purchase.