Unexpected Gifts. When Brands Come into Bloom.

When staying and working at Meditasi Eco Bungalows in Amed, Bali, a favorite retreat for Eat. Pray. Love, author Elizabeth Gilbert, I came to love my outdoor bathroom. Constructed of local stone, open to the sky and filled with towering trees rooted in the earth, it was nature at its most luxurious.

When I returned for the day I would notice artfully placed flowers scattered across the floor. I wondered who had stopped by to arrange them with such care. It took a few days to realize it was the trees themselves. Because the branches reached so high, it was at first difficult to see the flowers blooming in the canopy.

 

Like life, the most beautiful gifts are the most unexpected. This same sense of wonder and discovery is at the heart of eco marketing, wellness advertising and LOHAS (Lifestyles of Health and Sustainability) branding, Because I work with mission-based clients, every advertising or branding campaign is unique. There is no marketing 1101 formula. The discovery is part of the creative process that leads to brands that are memorable, successful and highly experiential.

Like the flowers that appeared on my floor, the blossoms were above me all along—I just couldn’t see them at first. But as with the firefly180 strategic and creative process that I lead, beauty is revealed. The mystery unfolds. And brands come 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..

 

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.

 

 

 

Taking the Toxins out of Marketing

A striking new peer-reviewed study in Environmental Health Perspectives found that in just three days by replacing canned and other prepackaged foods with fresh, organic meals, the body’s levels of BPA and phthalates dropped dramatically.

The same is true when it comes to marketing. As the head of a Minneapolis green advertising agency that specializes in organic branding, yoga marketing, LOHAS marketing and social change communication, my team and I know that a prepackaged approach can be as toxic as chemicals.

Each brand, message and audience is unique. By attempting to apply off-the-rack strategies that may have worked for others, a business or organization could well be cheating itself of a fresh, nutritious and delicious opportunity.

The power of good green marketing is not so much what’s visible from the outside—but what’s within. So before you go shopping for convenience, consider the quality of ingredients first. Is your approach to marketing a cheap, quick fix? Or is it healthy and designed for long-term growth.

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.