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.

 

 

 

 

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.