Here's to starting something

Imagine we're back in the summer of 2022. The world is trying to get over the Covid hangover, but we're just not really in the mood.

The world is not the same place it was in 2019. Things have changed. Our habits have changed. We're used to the comforts of home. Home delivery everything. People have been working from home for two years. Going out is an inconvenience rather than a privilege.

And as the person over brand strategy and digital marketing for a billion-dollar direct selling company, I was told: you need to get our sales base, our distributors, back to work.

Okay, cool. No big deal. How much money do I have? Can I create a new incentive or promotion? Nope. No money. Okay. How much time do I have? Three months. Okay. How many markets and languages does this need to work for? All of them...all 24 countries. It needs to resonate with everyone. Okay. And is this customer facing or distributor facing? Both. Cool, cool, cool. Cool beans. No pressure.

LOL JK. Lots of pressure. But what came from this pressure bomb that gave me more gray hairs than I'd like to admit was the Start Something Campaign. A cross-platform, sales and marketing integrated communications, digital, social, and packaging campaign that not only launched at our event that year, but also became its theme. It continued to be used all over the world throughout 2023, and it even helped launch the new India market at the end of 2024.

This was the first time in my 13 years with the brand that a campaign had been fully integrated across multiple departments and multiple countries at the same time, universally embraced and used in almost every way imaginable.

As it happens, this is exactly how the campaign was strategized; with maximum flexibility as a customer and distributor message for all kinds of uses and purposes, keeping in mind the products and business that we were in the business of selling.

Now it's 2025. And it's my turn to start something. So here we are. The first blog post for Orange Aura Marketing.

Here's what I want to say. Thanks for stopping by and being interested in this new marketing agency. But more than anything, I want to say that I'm excited to talk with you, because I've learned some basic truths over my 20 years in the marcomm space:

1. Every business has problems.

2. I love solving problems.

3. Even more than that, I love solving problems with limitations.

The more I hear that something can't be done, the more I want to accomplish it. I know I can't do it alone, which is why I'm excited to hear from you, ask questions, and just listen to you and your teams. Then we can put together strategic, unique marketing solutions that tie everything together for you in new, interesting, engaging ways that attract customers and retains your existing ones.

Let's create order out of chaos. Sustainable growth out of limited resources and time. I can see it. Can you?