Navigating Brands.

As I prepare to move my office from the lakes and rivers of Minnesota to the salty seas of Santa Barbara, California, I’m also navigating the evolution of brands. And on this Turkish yacht anchored in Newport, Rhode Island, I’m harnessing the creative winds of change for an extraordinary ocean conservation organization, Sailors for the Sea.

Founded by David Rockefeller, Jr., Sailors for the Sea educates and activates the boating community toward healing the ocean.  And who better to lead the charge then those who experience first-hand the challenges the ocean now faces. Whether that means eliminating trash and plastic waste, reducing chemical toxicity, or fighting climate change and ocean acidification by lowering our carbon footprint, there are virtually limitless actions big and small we can all take to be part of the solution.

At firefly180 marketing, we chart the course for brands that effect positive change. It’s a collaborate process that is much like sailing. We scan the horizon for current markets and consumer or constituent perceptions, we assemble the right team to sail the ship and through brand architecture, messaging strategy, web design, content, grassroots engagement, ads, graphic design and more—we fill an organization’s sails to get them where they want to go— fast.  And always by having fun.

As businesses, we head into the unknown and deep into exploration every day.  It’s when we keep our eyes to the stars and our feet firmly planted, that we continue to chart new courses—discovering new adventures daily, along with rich rewards.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a global and mobile branding and advertising agency that specializes in working with businesses and organizations that are passionate about creating positive change in the world.

 

 

 

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.