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.