Marketing and Radical Acts of Spontaneity

 I was hiking among huge slabs of stone along the Pacific Coast recently, when I felt utterly compelled to launch into an upward dog pose. I simply couldn’t hold back. And I laughed as the seals barked their approval below me.

While this pose was in no way technically perfect, there was absolute perfection in the moment. I am no stranger to spontaneity—and am prone to goofy cartwheels on the beach or being the only one dancing in a room. For me, life is playful.

So is marketing. Yes, it’s serious business of course. It needs strategy, planning, earning targets and consumer insight. And yet it’s the unexpected moments that emerge. It’s the playfulness…that is often  most remembered. And the most high impact.

As president and creative director for a mission-based advertising and marketing agency that specializes in working with businesses that create positive change, I’m architecting new positioning for an author who is about to effect lives across the globe. Her brand is all business. Yet  there’s balance…and surprise in the words, images, colors, voice and messaging channels. You won’t have to read too far between the lines to discover fun. Delight. And joy. This brand, like everything my team and I work on—is a spontaneous and radical act of marketing.

Radicalism is a choice. And whether that means choosing radical happiness, success, impact  or peace—you don’t have to wear combat boots to get your groove on. In fact, some of our planet’s most famous change agents are most remembered in bare feet. Who knows, maybe they even tried an upward dog on a sun soaked slab of stone. I’m sure the seals below would have barked their approval.

 

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.


 

Marketing and the Winds of Change.

When it comes to marketing, brands need to be sea (and see-worthy) so that they can harness the wind to their advantage.

Here at Golden Gate Harbour, at an America’s Cup race, it was astonishing to watch these boats fly across the water. It was art in motion.

As the president and creative director of firefly180, a mission-based marketing and advertising agency, I guide companies in the business of making positive change  to see wind as a means to move forward—not a force to struggle against.

All things change. Whether that means markets, goals, economies, competitors, trends or leadership—change is good.

It requires us to dig down and innovate in areas like wellness marketing, yoga marketing, social change marketing and green marketing. To try something new. To reach higher.  And to stand taller. So that our brands fly like art across the water.

 

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.

 

A change of scenery can change your branding perspective.

 

I just returned from several sun and sea-soaked days in the LA area and realized once again how a change of scene can quite literally change you. As a creative director and brand strategist, I make my living with words. Ideas. Concepts. And perspective.

Since my agency is virtual, I can (and do) work from any and everywhere on the planet. And I’ve found that nothing recharges creativity and leads to more expansive thinking than travel. It’s impossible not to be profoundly opened and altered by new experiences, people—and especially the dazzling sun as it reflects light on the Pacific Ocean.

My green and wellness-centric marketing agency specializes in social and environmental change. My clients are mostly sustainable businesses and organizations that are passionate about creating a better world  through organic food, yoga, alternative medicine, holistic practices, inner transformation and more.

As a leader in wellness marketing and sustainable advertising, I’ve found that the best way to continue offering high impact, memorable and jaw-dropping creative is to stay open to the jaw-dropping, perspective-changing experiences that happen all around us every day. Like the egg I found nestled among native plants as I walked to my office this morning— or a sparkling day amidst the boats, sea and sand of Corona Del Mar.

 

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.

Sustainable Marketing. Seriously?

While walking to dinner in Houston, I was struck by these amazingly, delicate and abundant red blooms spilling onto the street.

After what seemed like an endless Minnesota winter, I stopped right there and buried my nose in the scent of spring. I had to laugh as the homeowner watched me quizzically as he carried out his recycling. (I was a strange sight, I must admit.)

He laughed too as I explained how long it had been since I’d seen flowers in bloom. In that moment of spontaneity—then awkwardness and laughter,  I felt so grateful to play in the moment and be able to laugh at myself.

As the head of firefly180 marketing, a Minneapolis/St. Paul agency that specializes in green and sustainable marketing , eco advertising and wellness brands, I find that some believe mission-based advertising and marketing is heavy. Heady. And very serious.

But the truth is, there is much to be gained by being willing to laugh at ourselves. To be vulnerable. To explore. And to admit that as much as we know, there is still much to be learned.

Life, like marketing is an experience. It opens us. Enlivens us. And reminds us of all the discovery that is available when we don’t take ourselves so seriously.

 

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.

Magic, Minneapolis & LOHAS.

 While most LOHASIANS gather in Boulder, Colorado yearly for the international LOHAS Forum, LOHAS came to Minneapolis this week as  kindred business spirits chatted over glasses of organic wine and uniquely delicious appetizers.

Uniquely delicious is exactly what LOHAS is. A nearly $300 billion market psychograhic that unites the powerful  consumer force that’s made recycling,hybrids, organic food, energy-efficient lighting and more mainstream—LOHAS is all about experience.

That’s what you get at the LOHAS Forum June 18 – 20th as progressive, earth-and life-changing business leaders gather to inspire and get inspired.

As a pioneer in green and wellness marketing, I was one of the first marketers to begin speaking LOHAS in the mid ’90s. I’ve been fluent ever since, bringing this unique brand of experience, passion and positive change to organizations like Green Mountain Energy, Utne Reader, The Organic Center and more.

Having known LOHAS president, Ted Ning,  for more than a decade, I can tell you with certainty that he is a passionate force for change. His level of commitment, innovation and dedication to all things experiential is part of the alchemy of LOHAS. So join me and Ted at the LOHAS Forum. It’s only once a year. And it’s pure magic.

 

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.

Marketing—An Expanded View

Pretty much the last time I rode a horse, it was attached to a pole in the parking lot of a grocery store. That all changed in Argentina a few days ago.

As a guest at a 20,000 acre ranch worthy of JR Ewing, I spent hours galloping through fields of wheat and cattle. As I looked out at the green expanse below and  the endless sky above,  I celebrated the total joy of trying something new. Feeling the brush of grain against my feet. And surrendering to beginner’s mind, loving the fact that even though I don’t know how to ride—my horse did.

As the head of a Minneapolis-St. Paul based advertising and marketing agency that specializes in working with mission-based businesses, non-profits, sustainable companies, yoga studios and alternative healing practitioners, I know how easy it can be to get stuck behind a desk. Or in a boardroom.

That’s why firefly180 marketing is mobile and global. My office can be as small as my 11-inch Macbook Air and as big as well…the Argentine sky. When I travel, I take my clients with me. And they love seeing the world. So do I. As I gain perspective, so do they. As I explore unchartered territory, the discoveries are reflected back into the accounts I lead. Every taste, touch, sound and new friend I make adds dimension to advertising strategy, LOHAS (Lifestyle of Health & Sustainability) branding, website design, brochures, ads and brand positioning.

While we live on a small planet, the experience is limitless. The more of our authentic selves that we bring to work, the better, more creative, more award-winning the result. So I invite you to step out beyond your office. Get out of your comfort zone. Play. Take risks. And even if you simply try a new food, ride the experience like the wind.

 

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.

 

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.

Baby Steps & Marketing Locally Grown

Locally grown has created quite the buzz the last few years.

Is it better to buy organic? If your fruit and veggies have been grown locally, but conventionally, are they better than crops in transition? And just what does “local” mean? The same country? State? City? Neighborhood?

As the head of a Minneapolis/St. Paul based LOHAS (Lifestyles of Health & Sustainability) advertising and marketing agency—and a creative who has worked in this category for more than two decades, I invite you to take a lesson from my wise but young friend here (wearing the “Locally Grown” onesie and Seventh Gen diapers) and try to relax.

What’s important is that we all try to the do the best we can. Even baby steps matter. So whether you’re buying organic produce from out of the country, or organic that’s been shipped in from the next state, or if you’re supporting your local farmer by buying local and conventional, it’s your conscious choices that are important.

And while yes, buying local and organic is best, for most it’s not always possible. That’s a fact. And on this beautiful spring day as I walked with friends to their local neighborhood urban farmer’s market, I felt so grateful for the array of choices we are offered. And for the fact that while I work in the green, organic and wellness space I don’t feel the need to draw a line in the sand and proclaim everyone on the “other” side as wrong somehow.

Callum’s green “Sustainably Grown” shirt speaks volumes. So does my white tank. While the word’s aren’t visible, it says “Peace Warrior.” So consider resisting the urge to point fingers at those who are “wrong”, join me in celebrating what’s right…then encourage even more right action.

 

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.