Incredible Lightness of Living & Marketing

I am a creature of light. And on this brilliant afternoon on a beach in Monterey, the sun was particularly dazzling.

I had just left my office after a full day and was flowing seamlessly into life. And more light.

It’s been said that when you do what you love the money will follow. I’ve found this to be true. It  comes down to choosing love. Loving life. Loving work. Loving clients. Loving the creative process. And loving the audiences you’re speaking to.

As the head of a mission-based advertising agency that works with businesses that create positive change in the world, I’ve been working with  lots of start-ups lately. They’re excited. On fire. And a bit scared. They ask me, “Will this idea or venture really work?” “Are we crazy for even daring to think we can pull this off?”

I celebrate that willingness to step outside the familiar flight path. And their willingness to fly higher. If a bird never trusted the wind to lift its wings, it would never leave the ground. Like birds, business owners like myself have had to trust the fact that the act of  jumping into the unknown is the very path to discovering flight. Toward  more light.

 

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.

 

 

 

Nature as Inspiration for Brands.

 

For me, there is no separation between life and work. So as I settled into a perfect sandstone bluff overlooking the Pacific, with seals chattering below and pelicans flying above—I felt the warmth and grounding of the stone. I was also working through the identity elements for a new brand firefly180 marketing  is launching.

The brand architecture and messaging strategy were complete, the logo and tagline were approved; and layout for business cards and other ID elements were underway. This new business is about to make change in a big way. And this moment, which merged sea, sun and stone, felt solid, balanced and supported. Which led me to suggest to the client, that  instead of using traditional business card stock, we should find a heavier,  more substantial and sustainable fiber to reflect the solid, credible and supportive services they’ll be offering. A simple suggestion, yes…but one that directly impacts this brand and would create a deeper, more memorable experience for clients and potential clients who receive this card.

As president and creative director for a  global and mobile advertising agency that works with mission-based based businesses, I’ve worked on brands from sailboats, beaches overlooking volcanoes, from trains in Argentina—even the Tenderloin District of San Francisco (where by the way, I found a great boutique hotel!) So whether it’s website content and design,  social media, print or digital ads…or every kind of communication strategy in-between, ideas flow from many forms.

As marketers and brand strategists, it’s those moments when we step outside the box—and out of the office, that can open us to to creative that may not have come otherwise. When we do, inspiration moves freely, like waves in an infinite sea.

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.

 

Marketing & Sacred Discovery.

While hiking at Point Lobos near Monterey, California, I was struck by the magic of Spanish Moss dangling like Christmas tinsel  from Cypress trees.

I couldn’t resist reaching up and exploring further. And in that moment, a space unfolded that revealed the duality of the sacred and and mundane. The Cypress. Spanish Moss. Ordinary perhaps on their own, yet together—anything but.

As the head of an alternative marketing and advertising agency that specializes in working with progressive businesses that effect positive change, I find  the same is true when it comes to creating ads, websites, brochures, social media, videos and more.

When words combine with images in unexpected ways. When strategy meets soulfulness. And when marketing merges with messages that matter,  a kind of sacredness emerges. It’s a resonance that consumers and stakeholders not only notice—but respond to in powerful and profitable ways.

We live in a world of duality. And the day has come when for business, doing good also means doing well.

 

 

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 Power of a Name

What’s in a name? We all know the impact on a person’s life—but not much is said about the effect on a business.

When I started my advertising agency firefly180 marketing six years ago, the name spoke to me of building brands that spark change. It spoke of  the light we all possess and how together, we create a beacon for others as they find their way. (That and the fact that fireflies dance nightly outside my office door most of the summer.)

But since nearly the beginning,  firefly180 has come to mean more. As a full-service virtual agency, my office has moved to Australia, New Zealand, Bali, Argentina, Uruguay, Los Angeles, San Francisco, Philadelphia, New York, Houston. Boulder and now Monterey.

Mystics have long said that time and space are an illusion. Now when it comes to branding, marketing and advertising the same is true. Bricks and mortar no longer matter when it comes to delivering great creative and strategy.

And when it comes to fireflies, there is more than one way to spread your wings.

 

 

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.

One Message One Voice

 

Last night I joined hundreds of thousands of Argentines in Buenos Aires for an extraordinary evening of peaceful protest. Streets filled with people of all ages banging pots and pans, shaking plastic  bottles filled with stones and pounding hammers on street sign poles. They created a rhythm that made them one.

There were no speeches. No raised and angry fists. Just a cacophony of sound. And the desire to be heard. And they were.

As the head of a progressive Minneapolis/St. Paul  based advertising and marketing agency specializing in green marketing, renewable energy advertising, organic marketing and strategic branding, my clients come to me for the same reason. They want to be heard. 

The best advertising and marketing strategies amplify the voice of brands. The art is in finding the simplicity within the complexity. But once revealed, all the many layers of messages, hierarchy of audience and multitude of  goals become one clear and resonate voice. And it’s our job at firefly180 marketing to turn up the volume through print or digital channels.

Like my new Argentine friends already know, when joined together they create the rhythm of a movement. When creative and strategy join together, brands create music.

 

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.

 

 

Navigating the Marketing of Change

While I was sailing off the coast of New Zealand recently, I was also navigating a very different kind of wave. With the help of my team in the U.S., I was finishing a website and brand evolution for Ansin Consulting Group.

My mobile and global, Minneapolis/St. Paul-based advertising and marketing agency, firefly180 marketing, was hired to work with founder and visionary Ken Ansin, a major force behind the success of Cole Haan, Enterprise Bank and Trust Company and other brands—to create a business platform for making positive change.

Evolving a brand is fun. It’s strategic. And it’s incredibly powerful. And leading Ken through my  brand architecture process to get to the core of his messaging strategy, brand personality and brand voice, was a true delight. This fundamental work is much more than words on paper. It is in fact the soul of the brand. This work informed Ken’s new logo, tagline, website, content, positioning and voice.

Ken, president of Ansin Consulting Group, is very much at the forefront of navigating change. As a mission-based LOHASIAN (Lifestyles of Health and Sustainability) leader, his new brand speaks to a new generation of leaders who are seeking purpose and passion—along with profit.

Was it coincidence or synchronicity that led me to a sailboat while I was completing work on a brand about charting a new course? All I know is that when we follow the wind, we end up exactly where we need to be.

 

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.

 

 

 

 

Taming Your Dragon & World Changing Marketing

 

While at the Sacred Monkey Forest in Bali recently, I got the chance to tame a dragon. Everyone should try it—at least once. Especially those of us in the world of branding and marketing.

In my career I have spent hours in meetings while brands were literally wrestled to the floor. The number crunchers wanted better and faster results. The admin side wanted to squeeze strategy into a more conventional shape. All the while of course, the creatives breathed fire.

I’m glad to say that as president and creative director for a Minneapolis/St. Paul based advertising and marketing agency, our approach is much different. Working with green businesses, eco advertising, wellness marketing, yoga studios and others in the space of creating positive change—we embrace uniqueness. Strange shapes. Long spiked tails. And most of all, fire.

The secret to gaining the most from your brand is to make friends with it. Love it for its scales. Its yellow eyes. And strange green hue.  Don’t try to change it. Rather celebrate what makes it unique. Difference is what make us—and our brands memorable. After all, Why fight a dragon, when you can ride one instead?

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.

 

 

On the Path—Marketing with Purpose.

While hiking on the south island of New Zealand on the way to a mountain vista, I was struck by the beauty of a path constructed to protect the fragile landscape. In so many ways, I felt I was being led to glistening city of Oz. And in many ways I was.

But instead of a sparkling green cityscape, I was heading toward a mountain top crowned with prisms of sparkling light. I felt much the same way as I left a traditional advertising and marketing career 20 years ago. Then, as now I believe that consumers are a powerful voice for change.

Now as president of a Minneapolis/St. Paul based advertising and marketing agency that specializes in working with companies and organizations that combine passion with purpose, I know more than ever how much that is true. Whether we’re offering green marketing, organic promotion, wellness marketing or renewable energy branding and strategy, we as marketers have an extraordinary opportunity to be part of the change we seek.

Passion and purpose are not mutually exclusive. Because when you do what you love, the money will in fact follow. I know because I’ve experienced it myself. And I am honored to have helped hundreds of clients do the same.

While sometimes the path is not as clearly marked as the one I found in New Zealand, the path exists all the same. Just follow your heart. The rest will follow.

 

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.

 

 

 

Marketing Into the Wind

The wind fills our clothes like sails, tickles the leaves until they laugh and whispers secrets inLisa Proctor our ears. I heard and felt the wind while standing on a cliff near the Mayan ruins of Tulum in February and I heard it again today in the kirtan recording, “Into the Wind.”

As a leader in green and social marketing and the head of a Minneapolis advertising and marketing agency, I listen to the wind. It’s often said that as marketers, we have our ears to the ground. But, just as importantly, we need our heads in the clouds. 

It’s there we find inspiration. Dream big dreams. Tap into creative and cultural expansiveness. This is the essence of LOHAS (Lifestyles of Health and Sustainability)  marketing and of the LOHAS consumer. This values driven style of brand development is evident in green marketing, organic branding, yoga studio marketing, social change communication and more.

How do you recognize it? Anywhere you find businesses who are passionate about doing well, and doing good— you’ll also feel, hear and touch the wind.

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