NT3 Pledge—Give the Ocean Some Love!

Lisa Proctor & David Rockefeller, Jr.

There’s all kinds of ways to express love. You can say it with a kiss. A hug. A note. A box of chocolate. And you can say it by taking action.  Join me and Sailors for the Sea founder, David Rockefeller, Jr. and thousands of others this Valentine’s Day by taking the Sailor’s for the Sea NT3 Pledge (No Trash. No Trail. No Trace.)

The ocean is in peril. It absorbs more carbon emissions than rainforests. That carbon is changing ocean chemistry. It’s called ocean acidification—the evil twin to climate change.

“Salt water and human blood are equally sensitive to changes in acidity (pH),” says Rockefeller. “If the acid level gets too high, ocean shells and corals-just like human bones- are subject to being dissolved. The result is that 20% of the world’s food supply could disappear, and coral reefs, which are nurseries for young fish could vanish entirely.”

At firefly180 marketing, I’m not only a brand strategist and creative director, I’m a passionate environmentalist. I am so honored to join my client Sailors for the Sea in launching the NT3 Pledge campaign—what could be the most significant ocean conservation movement of our time.

I’ve already taken the NT3 Pledge to reduce my carbon footprint. It’s so easy. So powerful. And it feels so delicious. (Even better than a box of dark, organic chocolate!  So take the Pledge. What better way to express your love this Valentine’s Day!

 

Lisa Proctor is the president and creative director of firefly180 marketing—a global and mobile branding and advertising agency that specializes in working with businesses and organizations that are passionate about creating positive change in the world.

 

Sustainable Marketing. Seriously?

While walking to dinner in Houston, I was struck by these amazingly, delicate and abundant red blooms spilling onto the street.

After what seemed like an endless Minnesota winter, I stopped right there and buried my nose in the scent of spring. I had to laugh as the homeowner watched me quizzically as he carried out his recycling. (I was a strange sight, I must admit.)

He laughed too as I explained how long it had been since I’d seen flowers in bloom. In that moment of spontaneity—then awkwardness and laughter,  I felt so grateful to play in the moment and be able to laugh at myself.

As the head of firefly180 marketing, a Minneapolis/St. Paul agency that specializes in green and sustainable marketing , eco advertising and wellness brands, I find that some believe mission-based advertising and marketing is heavy. Heady. And very serious.

But the truth is, there is much to be gained by being willing to laugh at ourselves. To be vulnerable. To explore. And to admit that as much as we know, there is still much to be learned.

Life, like marketing is an experience. It opens us. Enlivens us. And reminds us of all the discovery that is available when we don’t take ourselves so seriously.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Magic, Minneapolis & LOHAS.

 While most LOHASIANS gather in Boulder, Colorado yearly for the international LOHAS Forum, LOHAS came to Minneapolis this week as  kindred business spirits chatted over glasses of organic wine and uniquely delicious appetizers.

Uniquely delicious is exactly what LOHAS is. A nearly $300 billion market psychograhic that unites the powerful  consumer force that’s made recycling,hybrids, organic food, energy-efficient lighting and more mainstream—LOHAS is all about experience.

That’s what you get at the LOHAS Forum June 18 – 20th as progressive, earth-and life-changing business leaders gather to inspire and get inspired.

As a pioneer in green and wellness marketing, I was one of the first marketers to begin speaking LOHAS in the mid ’90s. I’ve been fluent ever since, bringing this unique brand of experience, passion and positive change to organizations like Green Mountain Energy, Utne Reader, The Organic Center and more.

Having known LOHAS president, Ted Ning,  for more than a decade, I can tell you with certainty that he is a passionate force for change. His level of commitment, innovation and dedication to all things experiential is part of the alchemy of LOHAS. So join me and Ted at the LOHAS Forum. It’s only once a year. And it’s pure magic.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

When it Comes to Cloud Cult, Love is the New Green.

 

I’m not necessarily a follower. But  I’m proud to announce that I’ve joined a cult. Cloud Cult, the indie band, originally from Minneapolis, that now lives on an organic, geothermal- powered Wisconsin farm.

At First Avenue a few nights ago, playing to two sold-out shows, this amazing group of artists put on a show that was pure magic.

Their new album Love, is beautiful, insightful, mystical, wise and takes listeners on an inner odyssey that is guaranteed to rock your world.

The band’s label, Earthology, is committed to greening the music industry, offsets carbon from tours and developed the first 100% post-consumer recycled CD packaging in the U.S. 

As a leader in the LOHAS (Lifestyles of Health & Sustainability) space, I know the power of music as a vehicle for change.

Working with green artists that include John Denver, Kenny Loggins, Jack Johnson and the Dave Matthews Band,  I know that music speaks to the soul and touches the heart in ways that words alone can’t.  Music and lyrics are the ultimate integrated marketing campaign. Songs become doors that open the mind to action. And for environmental artists, music can be a platform that becomes a springboard for change.

Cloud Cult doesn’t just write and perform music. They literally shower the world with love.  Just like all of us in  conscious businesses. Although not all of us can sing and compose music, our voices are heard just the same.

 

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

The In-Between of Marketing

Waking up to thunder, lightning—and snow yesterday, I realized that here in the midwest, we are experiencing the in-between time.

Not quite spring. Not quite winter. But a time when lines blur and shadows form. As the head of a LOHASian (Lifestyles of Health and Sustainability) advertising agency based near Minneapolis, I realize that this in-between time moves through business in rhythms that mimic nature.

Those times when projects sit in limbo due to budgetary review. When new hires are postponed until venture capital is raised. And when proposals for new initiatives are passed  back and forth through decision making chains.

So as I sat at my desk listening to thunder and watching snow fall while organizing files, I came across this photo from last summer. It was a bit of a shock to see leafy green trees and Russian sage just outside my office door, when the trees now are still bare and ground is covered in snow.

It was such a perfect reminder of new growth that awaits. Winter is a time for rest. And spring carries the knowing that what was frozen will once again flow.

 

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Springing into Green Branding.

 

 

I’m not an especially patient person—and often find myself wanting to leap ahead. Yet like the parable of the farmer who tries to tug at tiny, green shoots  in hopes that they’ll grow faster, only to kill the entire crop—the same is true for much in life. Especially branding.

As the head of a Minneapolis-based LOHAS (Lifestyles of Health and Sustainability) advertising and marketing agency, I find that the extraordinary process of building a brand is much like planting seeds. While brand architecture and strategy is being created through process, meetings, collaboration, refinement and data-weaving, for those looking in from the outside, nothing much seems to be happening.

Like seeds buried in dark rich soil, this is where brands take root. It seems that the fundamental and foundational aspects of branding take place below ground; yet provide all the essential components that bring forward the colors, text, brand ID, web presence, e-blast campaigns, direct response, print and web ads, brand voice, community and full-on experience that brings businesses to life.

So at this time of year, when the ground is still frozen, yet the light and longer days hold the promise of spring, remember to honor the below-ground time. Be disciplined about rushing the process. Allow the seeds you’ve planted so carefully and so strategically to work their magic before tugging at their shoots to bring them to the surface.

You’ll be rewarded as your brand comes into bloom.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

 

 

 

Bridging the Language of Branding

Standing in front of the extraordinary Women’s Bridge  in Buenos Aires, I was struck by the capacity we in our humanity have to create beauty. To bridge differences. To bridge culture. And language.

The same is true for branding. As the president and creative director of one of the first advertising and marketing agencies  to specialize in working with LOHAS (Lifestyles of Health & Sustainability) clients in the areas of green marketing, cause marketing, social change advertising and yoga advertising, I know that brands at their core are all about connection.

Like a bridge, branding connects us to how we feel about a company, product or service. Brands are about emotion. Of course every company wants its brand to elicit a positive response. But a brand is just a brand, it has no power to control how people feel. In their most pure state, brands are good friends. They support you. They tell you the truth. And they connect you to incalculable ways to align with your values through the purchasing decisions you make every day.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

 

Fireflying into Fall Marketing

As the leaves let go and nature bursts open with flames of red, firefly180 marketing is flying into fall with firey color of our own.

Check out our new website now updated with more vibracy, more work, more case studies and more of all the great creative you’ve come to expect from an advertising and marketing agency that works with clients who are in the business of creating positive change in the world.

For us, our work is about more than doing a job. It’s our passion. It’s our purpose. And whether our Minneapolis-St. Paul based agency is creating green marketing, LOHAS (Lifestyles of Health & Sustainability) marketing or advertising for mission-based or sustainable organizations—we are clear about bringing change to light.

 

 

Life is an every spinning spiral, with spring leaves budding, opening, growing, then falling before the season of  rest. Brands are the same. Ever budding, growing, evolving, resting…then bursting forth once again. We honor that process, our clients and the gifts that unfold throughout each season.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

The Om of Marketing

A friend of mine recently asked if I’ve always been so balanced. And I had to admit it wasn’t always so. Finding my center through life and work has been the most challenging of postures. It’s something I’ve strived for. Worked toward. Meditated about. And then…somehow when I wasn’t striving, working or meditating—it just seemed to have happened. Like magic.

It’s same kind of magic that happens in green marketing, mission-based marketing, wellness marketing, social advertising and yoga marketing…all the ways, we at firefly180 work to support our clients. There is a Tibetan Buddhist mantra, Om mani padre hom; which translated, means, “the jewel is in the lotus.”

We are the jewel. And our seated posture is the lotus. This wisdom is true as well for brand strategy, messaging, website content and design, advertising copywriting and art direction. The creative is the jewel. The lotus is the strategic foundational work.

So let your light shine in all its brilliance. And keep bringing that light forward into your work—and the world.

 

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

 

Turning up the Green in Marketing

Lisa-Proctor

Is it possible to be too green? Never! And now that summer is in full bloom it’s the perfect time to revisit green marketing.

Forbes ran a cover story in 1990 announcing that we were then ushering in the, “Decade of the Environment.” Since then, green marketing has taken a lot of heat…and for good reason. Early on, many companies looked to green marketing as a trendy way to charge a premium—and tell well…less than the whole truth. The greenwashing that resulted, created mistrust for many consumers. Times have changed. Today, our social media culture demands complete transparency. And that’s a good thing.

Truth telling is very much at the heart of green marketing. As a leader in green marketing, LOHAS marketing (Lifestyles of Health & Sustainability), mission based marketing and as one of the first marketers in the U.S. to specialize in this category, I urge my clients to fearless position themselves in a way that peels back as many layers as possible.

There is perfection in imperfection.There is a balance in our personal and professional green paths. We can continue moving forward by not taking ourselves too seriously (even laughing at ourselves) while we always come back to our purpose, our passion and our sincere desire to be the change we seek.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.