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.

 

Have You Hugged Your Brand Today?

Having worked in the green marketing space for most of my career, I’ve been called a tree hugger more than once. And I’ve hugged my share of trees. If you haven’t, go outside and grab the first one you see. Mother Nature can always use a bit of love.

So can brands. At firefly180, a Minneapolis-St. Paul based marketing agency that specializes in green marketing, LOHAS (Lifestyles of Health & Sustainability) marketing, wellness advertising and social change promotion—we love brands. If fact, through our brand work, strategy and creative process you could say we hug them daily. Which I guess makes us brand huggers.

Sadly, brands are often taken for granted. They can get a bit dusty. Out of date. Less relevant. And, well, a tad boring. That’s where firefly180 comes in. We wake up brands. Shine them up. Bring out their authentic and unforgettable voices. And we love them. Truly, we do.

So take a look at your brand. How is it positioned for 2012 and beyond? How is your audience responding? How does it reflect your organization’s growth and learning? Whether it’s time for a complete make-over, a strategic evolution or simply a hug. Give us a call. We’ll love it as if it were our own.

 

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.

 

 

 

 


Synergy in Work, Life & LOHAS

For more than two decades, I have been incredibly fortunate to live my passion in life and work. When I became one of the first in the country to specialize in green marketing, Laurie Brown—who then owned Restore the Earth Store, became one of my first clients. She also became one of my closest friends.

When leaders gathered recently in Boulder, CO for the annual LOHAS Forum, Laurie and I were there.  Today we are as mission-driven as ever. Laurie at Eco Bonus, and me as the head of my own advertising and marketing agency specializing in LOHAS (Lifestyles of Health & Sustainability) marketing, green marketing, wellness advertising, yoga advertising and social marketing.

LOHAS, as a market psychographic, is very much about consumers living in alignment with their values. The same is true for those of us who lead this category. Whether through our work, activism or buying choices, we as individuals have enormous capacity to effect change. Sometimes that’s easy to forget.

But the fact is, there are countess points of light across the planet who are beacons for good. Just like, firefly180 marketing—we’re sparking change and illuminating the way.

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.

 

 

 

 

Horses and Brand Whispering

While in Boulder, CO at the LOHAS Forum last week, I became a horse whisperer. I’d like to think so anyway. This is a tall order for someone who has never been near horses. And perhaps taller still when you consider the fact, that I’m a bit afraid of them. They’re big. They have teeth. And I don’t speak their language—or so I thought.

But thanks to an extraordinary visionary, leader and true horse whisperer, Lisa Arie from Vista Caballo, I learned not only a lot about horses, but also about myself. According to Lisa, horses are our mirrors. You can hide nothing from them. They don’t care how successful you are. Or how much money you have. But if you’re afraid, they can feel it. If you lack confidence, they see through to your soul. And conversely, when you approach with love, clarity and purpose, you’ll make a new friend. I did.

As president of a Minneapolis/St Paul based advertising and marketing agency that specializes in LOHAS (Lifestyles of Health and Sustainability) marketing, green marketing, wellness advertising, yoga advertising and organic marketing, my team and I develop creative and strategic communications strategies and campaigns for many kinds of progressive businesses and organizations. We build brands that spark change.

Brands, like horses have a life force all their own. If they’re inauthentic, consumers will feel it. If they lie, audiences see through them. And while I don’t really consider myself a horse whisperer, I am a brand whisperer. Brands are also mirrors. They reflect corporate culture and teach us much about ourselves, our values and our aspirations.

It’s true that while you may not be able to use energy and intention to invite a brand to nuzzle against you—you can definitely make friends with it.

 

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.

 

 

Discovering New Reality Marketing

 

While sailing off the coast of Auckland, New Zealand recently, I was struck by some striking contrasts. While it was nearly winter in New Zealand, it was spring near my home in the Minneapolis area. And while it was Wednesday afternoon for me, my friends and coworkers were still happily experiencing the unfolding of Tuesday. Reality is truly…well, relative.

Which is very much the case when it comes to advertising and marketing. These contrasts are especially apparent in the areas of green marketing, LOHAS (Lifestyles of Health & Sustainability) marketing, social marketing and wellness marketing. Working with progressive businesses and brands as I do, I’m very intentional about not rushing to make assumptions.

Each of us as consumers has a particular language and belief system when it comes to what we feel is important in making a purchase. While a can of Campbell’s chicken soup may represent “healthy” to many, only the organic comparable by Amy’s would do for others. And yet there’s also a large contingent of shoppers who would never consider buying from a can at all.

Our differences, beliefs, perspectives and contrasts are what shape our experience. As marketers, we have the honor and the opportunity to open pathways for consumers to self-actualize. After all, while reality may be relative, we are all on a journey. Whether that’s sailing around an island or riding a cart through a grocery isle. Both offer the opportunity for discovery.

 

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.

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..

 

Smiling Buddha and Eco Living

 

Lisa Proctor, Amed, Bali

You can’t help but smile when staying at Meditasi Bungalows in Amed, Bali. Add to that the fact that this beautiful and peaceful oasis that looks out onto the blue sea—is all about being green.

Owned by Smiling Buddha himself, these huts built sustainably from bamboo and stone open to the beauty of Bali in an extraordinary way. Not only does the outdoor stone bathroom look to the expanse of sky by day and and stars at night, the shower is unheated. Of course this reduces energy consumption without the need for gas, propane or electricity—but as Smiling Buddha says, hot showers are not the Balinese way. And I have to say, given the heat of the region, not at all necessary.

Meditasi also offers delicious locally grown organic food, health tonics (turmeric is recommended for a variety of conditions), fresh local fish and waves that roll just steps from your door. As a leader in green marketing for two decades, working with clients in the organic industry, renewable energy, wellness and yoga arenas,  I loved both the nature and the nurture of this place. Live is all about balance. So is work. So as I work, explore and learn from remote corners of the world, as I am now, I am continually reminded of the richness and creativity of cultures, the expansive beauty of the planet and the loving generosity of people.

Thumbs up to all of ii!

 

 

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 marketin

 


Sinking Roots Deep While Reaching to the Sky

Trees have much to teach us. Starting with the fact that they sink their roots deep while reaching to the sky.

This gift for staying grounded while aspiring to achieve more is the key to any successful advertising or marketing strategy. As the head of one of the few agencies to specialize in LOHAS (Lifestyles of Health & Sustainability) marketing, eco advertising, wellness promotion and mission based businesses—my clients aspire to much more than business as usual.

They are running profitable organizations that turn more than a profit; they are profiting people and the planet as well.

This ancient fig lives in the heart of the Sydney. AU business district. Surrounded by towering buildings, it raises its branches in a salute of solidarity. And as the five million people who live here exhale, trees like this one, transform our breath into oxygen we can then breathe again. This act of giving and receiving is at the heart of sustainability. So as you receive, consider how you can give. In your life. 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.