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.