Last night, a friend and I went to see Carlos Santana in concert. We started the night with sushi and ended with a sense of expansion. As the head of an advertising and marketing agency near Minneapolis that specializes in social change marketing, green marketing, wellness marketing and the LOHAS consumer, our team creates brands that take consumers or stakeholders on a journey. Santana does the same. His performance artfully weaves words that act like threads of philosophy, hope, spirituality, progressive politics and love along with music that takes his audience deeper into the experience.
In marketing, graphics, paper stock, images and video are like music. They attract attention and draw an audience in. It's the words—copy and headlines, that connect the threads that carry the message. Together, they create art.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
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