Life and Marketing As a Work of Art

Meet The Hand, by Chilean artist Mario Irarrázaba. Installed in Punta del Este, Uruguay in 1982, this sculpture was originally envisioned by the artist as a warning to swimmers about the rough surf just steps away. But to me, this iconic sculpture is more about hope. Humanity. Our connection with nature. And our ability as humans to keep reaching for the sky.

So it goes with art or any creative endeavor.  Meaning and interpretation contain as many layers as we have words to express. The same is true with marketing, messaging and branding. As the head of a global and mobile, Minneapolis/St. Paul-based advertising and marketing agency, I know that messaging that resonates with one person may not with another.

That’s the beauty of brands. Part art, part science,  brands that try to be a lot of everything; amount to a lot of nothing. Brands are unique. They speak a language all their own. They are how we connect emotionally to products, services and businesses. And of course, while a luxury brand might convey the quintessential aspiration for one person, the same brand could smack of needless excess to another.

Like art, we all see things a bit differently. And at the end of the day, perhaps branding is fundamentally all about offering a little helping hand. Connecting. Reaching out. Of being held. And holding.

 

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.

 

 

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.

 

 

 

 


Fireflying into Fall Marketing

As the leaves let go and nature bursts open with flames of red, firefly180 marketing is flying into fall with firey color of our own.

Check out our new website now updated with more vibracy, more work, more case studies and more of all the great creative you’ve come to expect from an advertising and marketing agency that works with clients who are in the business of creating positive change in the world.

For us, our work is about more than doing a job. It’s our passion. It’s our purpose. And whether our Minneapolis-St. Paul based agency is creating green marketing, LOHAS (Lifestyles of Health & Sustainability) marketing or advertising for mission-based or sustainable organizations—we are clear about bringing change to light.

 

 

Life is an every spinning spiral, with spring leaves budding, opening, growing, then falling before the season of  rest. Brands are the same. Ever budding, growing, evolving, resting…then bursting forth once again. We honor that process, our clients and the gifts that unfold throughout each season.

 

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 Om of Marketing

A friend of mine recently asked if I’ve always been so balanced. And I had to admit it wasn’t always so. Finding my center through life and work has been the most challenging of postures. It’s something I’ve strived for. Worked toward. Meditated about. And then…somehow when I wasn’t striving, working or meditating—it just seemed to have happened. Like magic.

It’s same kind of magic that happens in green marketing, mission-based marketing, wellness marketing, social advertising and yoga marketing…all the ways, we at firefly180 work to support our clients. There is a Tibetan Buddhist mantra, Om mani padre hom; which translated, means, “the jewel is in the lotus.”

We are the jewel. And our seated posture is the lotus. This wisdom is true as well for brand strategy, messaging, website content and design, advertising copywriting and art direction. The creative is the jewel. The lotus is the strategic foundational work.

So let your light shine in all its brilliance. And keep bringing that light forward into 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.

 

An Organic Expression of Gratitude: Dinner on the Farm

Local organic food not only tastes better—it’s healthier for us, the planet and farm workers. What better way to savor it, than on a visit to the farm. I got to do just that, thanks to Dinner on the Farm,  a brilliant dining concept that brings urban diners to uber organic farms near the Twin Cities.

As a leader in LOHAS (Lifestyles of Health & Sustainability) marketing and organic branding and marketing, I often work with businesses and organizations that promote organic food through brand development, website design, events, advertising and more.. It’s a personal passion. In fact food  itself is extraordinarily personal. And organic farmers are often our unsung heroes.

On this beautiful summer midwestern evening on a wind powered Wisconsin farm, I joined about 100 others to celebrate the earth, great food and a great community. And while I savored grilled lamb, hummus, baba ganoush, fresh naan,  herbed tomatoes and watermelon sprinkled with fragrant basil, I sang a silent song of celebration to farmers across the globe. Grateful for their work, dedication and artistry.

In the silence between the notes of that song was  the expression of gratitude for the beauty and wonder of this planet—and for the miracle of  tiny seeds (and tiny actions) bringing forth wondrous fruit and growth on every level.

 

 

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.

 

 

 

 

 

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.