Marketing Matters

As a leader in the arena of green and wellness marketing, I know how vital it is not to simply position a product, service or approach—but to establish credibility. 

Trust. It's at the center of every relationship. Campaign. Brand. And message. So when I was asked by friend and client Spring Forest Qigong recently to share my family's story of healing, I was honored. You see, long before Spring Forest became a client, their now president, Qigong Master Lesley Vincent, saved my son's life.

Stories have the power to inspire. And to heal. No amount of money spent on advertising, media relations or brand DNA is as potent as an individual experience. So as you create marketing campaigns—whether they're in social change communication, green marketing, yoga marketing or organic branding—remember the importance of experience. We all live lives through our senses. And when it comes to testimonials, they flow through the mind, but open the heart.

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.