Marketing Matters

Take it from the Australian blobfish here. This gelatinous creature doesn't hunt. Doesn't bother anyone. And with a body less dense than the surrounding water, it simply goes with the flow.

As a leader in advertising, marketing and branding in the progressive space, I believe there is much to be said for the simple act of floating.

In campaigns we've created in categories that include wellness marketing, yoga marketing, organic branding and social change communications—we've found that less is usually more.

Creative that tries too hard. Uses too many words or images. Or is overly intellectualized simply doesn't resonate. Consumer audiences respond much more enthusiastically when their imaginations are engaged and their hearts are opened.  

So take it from our friend the blobfish. Relax. Float. Be. And remember, sometimes the most effective marketing is all about what you don't do.

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.