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.



About Lisa Proctor

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