Organic Branding

A striking new peer-reviewed study in Environmental Health Perspectives found that in just three days by replacing canned and other prepackaged foods with fresh, organic meals, the body's levels of BPA and phthalates dropped dramatically.

The same is true when it comes to marketing. As the head of a Minneapolis green advertising agency that specializes in organic branding, yoga marketing, LOHAS marketing and social change communication, my team and I know that a prepackaged approach can be as toxic as chemicals.

Each brand, message and audience is unique. By attempting to apply off-the-rack strategies that may have worked for others, a business or organization could well be cheating itself of a fresh, nutritious and delicious opportunity.

The power of good green marketing is not so much what's visible from the outside—but what's within. So before you go shopping for convenience, consider the quality of ingredients first. Is your approach to marketing a cheap, quick fix? Or is it healthy and designed for long-term growth.


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. 

I heard the Dalai Lama speak recently. In his wise and loving way, this great spiritual leader shared his vision for world peace. He spoke of those who spend their lives praying for it. But laughed heartily at the thought. Because while he fully acknowledges the power of prayer, he clearly knows that action is required beyond intention.

It's the same for great brands. As the head of a Mpls. based advertising and marketing agency that specializes in green marketing, organic branding, social change marketing and the LOHAS consumer, I know very well that as much as you wish for your message to be heard. It won't be unless you find a way to give it a voice.

And whether your brand whispers or breaks sound barriers, is all in the way you craft your message. The key is to truly, deeply understand and respect your target audience. And to be clear about creating a message that doesn't just inform or educate—but that actually serves.

As consumers, we have developed selective listening. The messages we are most likely to hear are the ones that answer one question: What's in it for me? It's not that we're simply self-serving. It's just that we're mindful about what we're taking in.

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.

When our client, Minneapolis produce distributor H. Brooks and Company decided it was time for a brand evolution, a key element was their website. This family-owned business that began more than 100 years ago with a few dollars and a produce cart, has grown into an award-winning company deeply rooted in relationships with farmers throughout the world. Their brand promise? Fresher delivered faster.

Their new site is just that. Fresh. Fast. Juicy. And delicious. This mostly business-to-business site offers existing clients innovative marketing and resource tools, while serving as a gateway to new business.

As a Minneapolis marketing agency specializing in organic branding, the organic industry, and wellness marketing, our team worked closely with Brooks to create a digital representation of not only their brand—but their brand promise. Response has been enthusiastic, but perhaps more importantly, this site is a vital step toward introducing healthier food to our communities one byte at a time.

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.

The director most known for his hugely commercial Jim Carrey films, including, Liar Liar and Ace Ventura: Pet Detective, Tom Shadyac, has crafted a deeply personal documentary that speaks to the beauty as well as the excesses of humanity and our inherent oneness with life.

I AM chronicles Tom's journey from a life-changing injury to his subsequent quest for enlightenment. I had a chance to meet Tom after the opening and screening of the film in Minneapolis.

As we shared our stories of healing and transformation, I was struck by the how the power of our own personal experience can inspire change.

As the head of a mission-based advertising agency that specializes in helping businesses and organizations do well and do good, I know well how to move people to action.

Having worked to grow the organic industry, bring yoga to the mainstream, pioneered renewable energy marketing and lead the way in social change communications, I am a full-on believer that we as individuals can be a force for good.

As I shared with Tom, life is much like that field of poppies in. The Wizard of Oz. The further we travel, the more likely we are to fall asleep. Good green and mission-based marketing is a wake up call. So is this film. Join me and discover what's right with the world.

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.

With Earth Day just days away, do your part to green the planet by texting TREE to 85944 and fund global tree planting. With this Green World campaign, $5 will be applied to your mobile bill in order to plant five trees on degraded land from Kenya to Mexico.

Trees of course, not only are key to erosion control, they provide food, shade, absorb climate-altering CO2 and produce oxygen.

This viral marketing campaign is just one of hundreds in action for Earth Day, April 22. As the head of a green advertising agency in Minneapolis, I love the paperless and organic nature that technology allows. Also the  immediacy. Fast. Easy. And tree-free, you can literally lighten your footprint and be a part of creating change with the press of a button.

So love your mother. Honor the planet by doing your part this Earth Day. And every day.


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.
 

If your company hosts a conference or annual meeting, take a break from Orlando, LA or NYC, invite colleagues to a green beach for a change of venue and change of heart. Resorts like Eco Tulum's Cabanas Copal.

On the Mexican Riviera and near stunning Mayan ruins, a venue like Copal may not have the amenities of a resort hotel—like electricity. But you might be surprised at the creativity starlit nights, brightened by torches or candles and accented with the gentle whisper of waves can inspire.

As the owner of a green marketing company and leader in social change communications, organic branding and the LOHAS (Lifestyles of Health and Sustainability) consumer, I've launched countless green ad  and wellness campaigns. When you live and work in this category, it's not only important to walk your talk—it's vital. That's why I'm heading to Copal for my company retreat. And that's where i'll recharge—becoming one with my own source of renewable energy.


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.

When it comes to great green marketing, it's all about flow.

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.

A group of Minneapolis LOHAS (Lifestyles of Health and Sustainability) leaders and I met last week regarding planning a first-ever LOHAS conference in our city. The idea, the brainchild of LOHAS Forum head, Ted Ning, is to bring the annual international conference held in Boulder, to a small number of targeted, LOHASIAN cities. 

Minneapolis and St. Paul are not only creative hotbeds, they are home to a large community of progressive, change-agents who are passionate about making a difference in the world. Over dinner at Heartland, an amazing restaurant that serves local, sustainable and organic, we all shared the vision that as LOHAS leaders, it is far more powerful to grow the movement by encouraging businesses to take small steps toward sustainability now, rather than demanding 100% perfection before they are deemed "acceptable".

As the head of a green marketing agency that specializes in social change communication, organic branding and green energy marketing, I know that LOHAS is not about drawing a line in the sand. But about reaching out to all kinds of businesses and encouraging changes large and small. We live on a little blue planet. Each of us leaves a footprint. If we are to collectively lighten ours, sometimes we need to lighten up. The fact is, we can effect a lot more change by inviting it—not demanding it. 

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

Organic marketing packs a punch. But the Organic Center list of foods below with the highest levels of antioxidants per serving, packs a nutritional and planet-saving knock-out.

Blueberries • Cranberries • Blackberries • Raspberries • Strawberries • Red grapes • Apples• Plums • Potatoes • Red grapes • Sweet cherries • Kidney beans • Pinto beans • Prunes • Asparagus • Grapefruit • Peaches • Yellow pepper • Green grapes • Blackeye peas • Cooked tomatoes • Cooked artichoke • Red Cabbage • Red-leaf lettuce • Broccoli raab and • Beets.

As the head of a Minneapolis advertising and marketing agency that specializes in organic marketing, social change communication, environmental marketing and green advertising, I have a passion for all things organic.

Not only do organically grown fruit and vegetables taste better and offer more nutrition than conventionally grown, organically grown food and fibers are sustainable for the Earth and safer for farm workers. So the next time you have a choice between organic and conventional—don't panic, buy organic.

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

 

Can wellness marketing bring healing? When your message aligns it can.

That's definitely the case with our client Spring Forest Qigong. Their upcoming wellness conference is about awakening, healing and  empowering women. Our marketing effort is designed to inspire action, but also to create financial wellness that supports the organization. That's a win-win. A closed loop. The perfection of reciprocity. 

Like a breath—on our inhale, we breathe in oxygen. On the exhale we breathe out carbon dioxide. The CO2 is in turn absorbed by trees and transformed back into oxygen. The cycle begins again.

As a head of a green advertising agency near Minneapolis, it is such an honor to create marketing that is much about doing well as it is about doing good. Our organic industry work, social change communication, yoga studio marketing and passion for green energy effects change. And in times like these, change is good. 


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



 

According to a new story in Environmental Leader, "95% of consumer products claiming to be 'green' commit at least one greenwashing offense." Ugh.

Apparently toy and baby care makers are the worst offenders, which makes this report all the more tragic. Families with small children are often referred to as the "gateway" market to green. It should come as no surprise that parents with new babies are highly incented to not only protect their children from dangerous toxins— but to do their part to restore the Earth.

As a leader in green marketing, organic branding, social change communication and the LOHAS (Lifestyles of Health and Sustainability) consumers, I urge marketers of these products to take a step back and consider what they are losing by trying to win in the short-term.

Once consumers lose trust, there are no buyers. The green market, more than any other can only thrive with absolute integrity and authenticity. Anything less spells disaster—not just for green business, but for the future of the planet.



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.

It all began with a simple, yet powerful idea.

To bring women together over glasses of heart-healthy wine to educate, empower and save lives.
Now the The Minneapolis Heart Institute Foundation (MHIF) Wine Dinner Kit is gaining support from Hanoi, Vietnam to Hastings, Minnesota.

As the head of a Minnesota marketing agency that specializes in wellness marketing, organic branding and  the LOHAS consumer (lifestyles of health and sustainability), it has been such an honor to be the creative force behind this movement.

Marketing after all is about effecting change. Moving the dial. Inspiring action. And being of service. 

I raise my glass to the health of women around the world and my client MHIF, who has the vision and commitment to bring health and healing to the planet.





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.

If a town nestled amidst ancient Italian olive groves can create a renewable energy future, so can communities large and small  across the U.S. 

As the head of a Minnesota-based green marketing agency, I know too well that the midwest is often considered the Saudi Arabia of wind. I also know that despite that fact, most of the energy produced here is made from coal.

We've got a long way to go. But the tiny village of Tocco is showing us the way. This kind of bold leap into the future is much like the kinds of campaigns we create at firefly180. With clients in the arenas of the organic industry, renewable energy marketing, social change communications and wellness marketing, our team supports businesses and organizations with creative and sustainable approaches to building brands and revenue streams.

The times are changing. So too is our ability to re-create our energy future.

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.

You've got to check out this story about how an artist-in-residence in Cambridge, MA came up with the idea to include illustrations of yoga poses to help offset the anger and anxiety drivers feel when they receive a parking ticket.

The move provoked outrage in some. But as a leader in the arenas of yoga advertising, green marketing, organic branding, social change communication and the LOHAS consumer, I think the concept has merit.

The fact is, if your messaging doesn't provoke thought—it's not going to get much of a response. Clearly this creative execution provoked much. What I love is that the city of Cambridge was willing to take a risk. To think outside the lines. To completely re-imagine the tried and true.

What's so great about the traditional red-bar-through-the-center, off-the-rack ticket anyway?

There's always plenty of room for innovation and inspiration. And what matters here is not so much if the illustrations actually help to calm the receiver (which I hope they do) but that the city had its heart in the right place. Who knows, yoga is well documented to relieve stress, anxiety and depression. This "strange" new concept may become the new global standard.  

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.

I was reviewing a new client's website today and it occurred to me that their home page looked as if someone took a handful of pebbles and tossed it at the computer screen. There was such chaos, not only in terms of message, but the content was graphically weighted so that the eye couldn't focus on the page.

What happened? The number one rule of branding was broken. BRANDS WHO WANT TO BECOME A LITTLE OF EVERYTHING AMOUNT TO A LOT OF NOTHING. 

I know it can be tempting to want be everything to everyone. But the fact is, no one—or no business can be. And you wouldn't want to be. Each brand is unique. And it's that uniqueness that keeps clients coming back.

As a leader in green marketing and organic marketing in Mpls, I know first hand the value of not only differentiating your brand, but of making a difference while you do it. In working with clients on campaigns ranging from wellness marketing, LOHAS (Lifestyles of Health and Sustainability) marketing, green energy marketing, organic branding and more, we urge our clients to be fearless about embracing their "differences," and to let go of the idea of "fitting in."

Customers appreciate authenticity. So be yourself. Be fearless. And stay true to your message and your brand. The marketplace will prove that you're rock-solid.

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.

When I visited my homeopath this week, an extraordinary woman who is also a MD, it struck me how much alignment exists between the modalities of healing and branding.

Like a homeopathist, at firefly180 we begin the brand process by looking for patterns, past history, current perceptions and challenges. We look at what's working. What's not working. We look at tangibles like products and services delivered. And we look at intangibles like how an end-user "feels" when they receive that service. 

As the head of a green Minneapolis advertising and marketing agency, who specializes in working with green marketing companies, the organic industry, wellness marketing and the LOHAS (Lifestyles of Health and Sustainability) consumer, I always knew our approach was holistic. But I didn't fully make the connection that our organic and sustainable branding approach is as holistic as the clients we serve.

Funny how seemingly everyday experiences can bring new insight and depth of understanding.

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.

 Celebrities lend their names to everything from designer gowns to dish detergent. But can they help sell wellness? It depends. When it comes to speaking the language of health and wellness, they need to well...speak the language. 

Nothing but absolute authenticity and transparency will do. So when one of our clients, the Minneapolis Heart Institute Foundation wisely chose actress, author and wellness guru Marilu Henner as their keynote at an upcoming annual fundraising gala, the gates of messaging opportunities opened wide. 

As a Minneapolis advertising and marketing agency that specializes in wellness marketing, social change marketing, organic branding and LOHAS (Lifestyles of Health and Sustainability) marketing, we strive to build campaigns that create rich audience experiences.

Heart disease kills more Americans than any other illness. Almost twice as many as cancer. Shockingly, virtually no one knows this. But Marilu Henner does. Her father died from this condition. And he died far too young. His death transformed her life. And in turn she is transforming the lives of others through her work in the wellness arena. Actions speak louder than words. So if you're thinking about hiring a celebrity endorser, you need to see beyond their looks. Their personal passion, knowledge in your category and commitment to change are worth far more than what they bring in at the box office.





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.

One of my favorite clients is having a banner year. With two recent and prestigious industry awards under their belt, this fruit and vegetable distributor can hardly contain themselves.We've been working together for nearly two years to create a brand that reflects their long-standing leadership position. And it's working. They are breaking new ground, strengthening existing relationships and creating new ones. 

While awards are great for affirming a job well done, can they translate into increased sales? Absolutely. Consumers and customers ask themselves three questions before opening their wallets:

1) What's in it for me?
2) How is your product or service unique in the market?
3) Why should I believe you?

Awards are excellent credibility builders. They're impressive. They inspire confidence. And they speak to excellence, leadership and innovation. As an organic industry expert, green marketing leader and green advertising agency owner who specializes in working with LOHAS consumers, my team at firefly180 knows how to leverage awards in order to generate tangible results.

After all we wouldn't be doing our jobs if we weren't moving the dial to create financial and environmental change.



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.

You can't sell what you don't believe in.

Nowhere is this more true than in the categories of LOHAS (lifestyles of health and sustainability) marketing, green advertising, organic marketing and wellness marketing. To reach this audience and to move the dial, you need to live it. Believe it. And love it. 

So when I broke my foot recently and was told that I wouldn't be able to walk or drive for about six weeks, I called in my healing guru support team. It was time to walk my talk, even if that meant walking with crutches for a while. My team includes:

• a kinesiolgist and nutritionist
• a homeopathist and MD
• an energy healer
• plant remedies and organic essential oils (like the helichrysum pictured here.)

I'm now healing at lightening speed. In fact, my progress is about twice as fast as normal. I feel such gratitude for the healers in my life. And even more gratitude that my life's work is helping talented, innovative and off-the-beaten-path professionals like these, grow and prosper—as they heal people and the planet.

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.

Many things in life teach us balance.

But I have never had such a keen appreciation for this elusive state of being, since I broke my right foot a few days ago. Now camped on my couch, pretty much immobilized, I've forwarded my office phone home. And I am appreciating my left like never before. Eastern thought teaches us that our left speaks to our ability to receive. To our divine feminine. Intuition. And connection to Spirit. 

Our right, represents our masculine. Our ability to get things done. To activate the aspiration of the feminine. (I've always loved this side of myself.) I can get things done like no one else. But for now, I'm taking a "break" from my right-side-ways. And I'm appreciating my left like never before.

As the head of a green and LOHAS (lifestyles of health and sustainability) advertising and marketing agency in Minnesota, I have worked with clients to create green ad campaigns, yoga advertising campaigns, organic marketing initiatives and an endless array of messaging that activates consumers to create change in the world.

All that "doing" required my right side. Now I'm coming into balance in the most unlikely of ways. I'm learning to lead from my left. Starting with receiving the generosity of a friend who stopped by this morning to brew me a cup of organic green tea.

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.