Business is the most powerful force for change on the planet.
As president & creative director of an advertising and marketing agency that works with organizations that effect positive change, my role is not to manufacture messages…but rather to bring my clients’ stories to light. To find points-of-uniqueness, benefits, believability…shake them up, turn them sideways—and sometimes upside down.
At the core of great brands is true authenticity. But brands sometimes get lost in their own noise. Leaders can get caught up in concern about market forces, competitors, consumer preferences and how their brand can appeal to wider and wider segments. But the truth is, brands that want to be a lot of everything, amount to a lot of nothing.
What stands out, are brands who are unabashedly fearless about being true to themselves. Who celebrate their uniqueness. And never lose sight of the fact that each us as individuals—and as organizations are here to support, serve and do what we can to make life better for our clients, customers and communities.
If that turns your business paradigm topsy-turvey, then I invite you to hang out with extraordinary leaders like these who are not just doing well—they’re doing good.
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.