Expanding Your Marketing Horizons

In ancient times, we strolled the beach looking out at what looked to be a finite horizon. An end point. One that if visited, would plunge us into darkness. The unknown.

Today when we stand by the sea, the experience is more expansive. We know that the horizon as an end point is an illusion. Such is the case with creating green ad campaigns, wellness marketing, social change communication and organic branding.

To grow, all businesses and brands need to evolve. Flex. And grow. There’s no end, just an ever increasing spiral.

As long as the brand maintains its integrity at the center, the spiral expands almost effortlessly. When it becomes unclear, the brand and the business tend to wobble. So revisit your brand. Take care of it. Listen to it. You’ll be rewarded with messaging and creative that sings and a business that flows as gracefully as the winter waves at this New Jersey nature preserve.

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.

New Coffee Brand: Sexy Meets Sustainable

Who says sustainable brands can’t be sexy? Not River Moon Coffee, a new brand nestled along theRiver Moon Coffee St. Croix River in Stillwater, Minnesota.

When founder, Geoff Schodde hired me to help his team craft a highly experiential brand that spoke to his passion for perfect coffee, beauty and pleasure—while at the same time supporting small, artisan shade-grown coffee farms, the journey was as delicious as his beans.

My expertise with the LOHAS (LIfestyles of Health and Sustainability) consumer, green advertising, organic industry and social change communication, served as a solid foundation for the start of this brand. But even more vital were the unflinchingly intuitive and intentional brand touch points that rose to the surface during our brand architecture process.

Brands that want to be a little bit of everything, always amount to a lot of nothing.  Great brands are fearless. And they are truthful. As we dove in, River Moon’s unique characteristics emerged naturally and with a voice all its own. One that will speak with clarity, confidence and aliveness.

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 Heart of Creativity

TransparencyI recently watched research professor Brene Brown’s  heartfelt and compelling presentation on TED.com. She speaks to the fact that vulnerability is at the heart of creativity. I couldn’t agree more.

As the head of a Minneapolis advertising and marketing agency that specializes in green advertising, organic marketing, yoga advertising, social change communication and the LOHAS consumer, i’ve found again and again, that it’s companies who are willing to peel back the layers and show the world who they really are—are the organizations who end up with strong, memorable and authentic brands.

Let’s face it. It’s not easy to be vulnerable. But the fact is, everyone and every business has weaknesses or insecurities that they would prefer to ignore…or keep hidden.

But the power of vulnerability and transparency is that those apparent shortcomings make us who we are. They become brand diferentiators. Points of uniqueness. And when we are willing to shine light on those dark places,,,they are the parts of us (and our brands) that make us most loveable.

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 Marketing Falls into Place

There is a Zen proverb that says, “The snow falls, every snowflake in its place.” The idea thatLisa Proctor a seemingly random event actually embodies a higher intellegence is very much at the heart of green advertising, organic branding and social marketing.

With fall well underway and winter not far into the future, I’ve been thinking a lot about how great creative and strategy seem to “fall” into place. There’s a moment when widely disparate ideas and concepts merge. The dots connect. And a stillpoint occurs.

That’s the magic of marketing. And that’s why fall is such a great reminder of letting go and trusting in the process.

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 Energy Behind a Story that Heals

Stories that HealAs a leader in the arena of green and wellness marketing, I know how vital it is not to simply position a product, service or approach—but to establish credibility.

Trust. It’s at the center of every relationship. Campaign. Brand. And message. So when I was asked by friend and client Spring Forest Qigong recently to share my family’s story of healing, I was honored. You see, long before Spring Forest became a client, their now president, Qigong Master Lesley Vincent, saved my son’s life.

Stories have the power to inspire. And to heal. No amount of money spent on advertising, media relations or brand DNA is as potent as an individual experience. So as you create marketing campaigns—whether they’re in social change communication, green marketing, yoga marketing or organic branding—remember the importance ofexperience. We all live lives through our senses. And when it comes to testimonials, they flow through the mind, but open the heart.

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.

Is There Room for Heart in Neuromarketing?

Marketing with HeartNeuromarketing is a new field that uses MRI technology to measure brain response to marketing messages.

And while I’m sure it has much merit, as a marketer and branding expert in the areas of green marketing, organic branding, social change communications, the LOHAS consumer and wellness marketing, what I’m really most interested in is the heart.

Brands create an emotional doorway that open space for consumers to connect with products and services deeply and with resonance. A box of crackers for instance (Annie’s Cheddar Bunnies) represent not only cheesy, organic, healthy snacking—they “feel” fun, playful and trustworthy.

The heart after all, has its own intelligence. And at the end of the day, it’s an emotional connection that transforms buyers, into brand evangelists.

 

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.

The Power of Wind, Sun & Water

Never underestimate the power of wind, sun and water.

While all three are great sources of renewable energy, they also have the power to renew mind, body and spirit.

So when friends invited me to sail on the St. Croix River yesterday, I knew there was absolutely nothing else I would rather do.

On a river that has its share of speed boats, our day unfolded by turning off the motor and turning on to the sound of sails slapping in the wind.

As president and creative director for a green advertising agency with expertise in renewable energy, organic branding, yoga studio marketing and wellness advertising, I know the value of turning off and tuning in. Media fills our heads with noisy messages that all compete for space in our lives. Our job is to filter out the noisy mass market “engines,” and claim the quiet. To find the natural cadence of marketing messages that matter.

While summer is in its final hours for this Minneapolis, marketing maven, the sound of silence is always in season.

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.

Branding—The Rock in the River

Life can be a swirl. So can work. In the day to day discipline of managing your brand, it can be easy to get caught up in endless rushing, quick fixes and short term goals.

But there is a secret to finding the stillpoint. And that is BEING the rock in the river. No matter how much the water swirls around it, the rock remains firmly planted. And while it is shaped by water over time, it is not quick to give way.

As the head of a green, wellness and social change advertising and marketing agency in Minneapolis, my team and I help our clients to create brands that are as grounded as the largest boulders. And whether we’re working on green ad campaigns, yoga marketing, organic branding, or speaking to LOHAS (Lifestyles of Health and Sustainability) consumers, we strive to create rock solid messaging and brand coherence.

Nature has much to teach us. By finding the stillness, we are most open to resting in the flow.

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.

Marketing Healing Stories

Sky with Lesley VincentI shared my story recently while being interviewed during a video testimonial for Spring Forest Qigong. It’s a story I’ve told many times. And it’s a story that never loses its power.

My son’s life was saved thanks to an extraordinary woman and facilitator of healing. Lesley Vincent, now president of Spring Forest Qigong, came into our lives after my then 13-year-old son had brain surgery and a tumor removed. Unfortunately, after the surgery, he experienced seizures 18-hours-a-day and the nearly 30 pharmaceuticals he was taking daily for seizure control not only had no effect, he was left in a drug-induced fog and was depressed, hopeless and losing the will to live.

Lesley, working with both the energy of qigong and teaching my son to become his own healer, worked miracles. Literally. She has become one of my closest and dearest friends and a mentor to my son, who is now in college and hoping to become a healer himself.

As the head of a green advertising agency that specializes in wellness marketing, organic branding, social change communication and yoga advertising, I know the power of healing stories. We all have them. And it’s a gift when we share them.

Stories come alive in surprising ways. From the days thousands of years ago, when first peoples gathered around fires, to today when we share with others in person or online, our stories validate the past—and open doors to the future.

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.

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.