By Elizabeth Shevins, Jordan Horne and Robert Helstrom Do you find yourself grappling with how to respond to viral moments quickly and correctly? You’re not alone. The mayhem that is today’s advertising and marketing landscape is a constant challenge and probably has you asking questions like: Should you pause your campaigns? Which new keywords should …
But it seems that Musk’s recent actions and statements may be damaging the Tesla brand financially because people see them as inconsistent with the values they aligned with when they purchased or leased a car, or even invested in the company’s stock.
Spurred on by the isolation caused by the pandemic, TikTok has become the most downloaded app in the world. With over 3.5 Billion downloads, the app is making Meta rethink its social media platforms. If any app were to unseat TikTok, it wouldn’t be far-fetched to imagine that Instagram — the second most downloaded app …
Every June, thousands of companies replace their logos with multicolored versions and adorn their buildings with rainbow flags. They often follow up with marketing campaigns centered around the LGBTQIA+ community. These brands have decided it’s important to show their support with these gestures during Pride Month. The problem? Today’s consumer scrutinizes brands much more closely …
Beyond Rainbow-Colored Logos: Mentality Matters for Brand Values Read More »
The Johnny Depp/Amber Heard defamation trial just wrapped up with the jury weighing in favor of Johnny Depp. It awarded Amber Heard $2 million and Johnny Depp $10.35 million, but this verdict just scratches the surface of the monetary damages and gains incurred by each of these parties and those that were swept up in …
Johnny Depp and Amber Heard: The impact modern social media has on a public trial Read More »
Advertising and marketing are morphing before our eyes. Major technological and societal changes are driving the most revolutionary changes since the advent of digital. Rapidly accelerating information flows and generational shifts in values are disrupting ingrained practices and pushing brands, agencies and publishers into a new realm—one where they all struggle to keep up with …
The Shape of Things to Come: A Vision for Our Industry and Beyond Read More »
Every year, marketing and strategy teams sit down and decide what events and holidays they want to plan their campaigns around. If you’re a toy company Black Friday is an important day. If you’re a snack-based brand, then the Super Bowl is a crucial time. If you’re a fashion brand, the Oscars might be a …
Marketing Around Tentpole Moments Isn’t Enough Anymore Read More »
When a crisis like the invasion of Ukraine occurs, its effects ripple throughout the world and industries. As a brand, it’s often not clear how to respond when a situation like this happens. What are the first actions you should take, and how fast? Applebee’s and CNN found themselves on the wrong side of that …
8 Questions Every Brand Should Answer Around the Russia-Ukraine Conflict Read More »
Joe Rogan has found himself at the center of controversy for more than a month now. You might be wondering, how did the extremely popular podcast host, comedian, TV personality and UFC interviewer/color commentator get into this situation that continues to play out week after week? And, as a brand manager or agent, you might also …
Joe Rogan’s Noteworthy Moment – A Mentality Matters Deep Dive Read More »
Major drops in Bitcoin’s value have put cryptocurrency at the forefront of the conversation across news outlets and the social stratosphere. While Web3—the Internet of the future that runs on a blockchain-based digital ownership tech called nonfungible tokens (NFTs) and incorporates shared virtual spaces known as the metaverse—has seemingly met resistance from the general public, …
On December 9, HBO Max aired the first episode of the highly anticipated ‘Sex and the City’ reboot. While the conversation leading up to the show’s release had centered around the absence of one leading actress, Kim Cattral, the focus quickly shifted once the episode aired and Chris Noth’s character, known to fans as “Mr. …
Virgil Abloh was a trailblazer in every sense of the word, and the announcement of his death due to cardiac angiosarcoma, a rare form of cancer, at the age of 41 came as a shock to many. Abloh, a first-generation Ghanaian American, was known for the influence he had on the contemporary fashion landscape through the creation of his …
Mentality Matters: Brand Insights from Virgil Abloh’s Sudden Passing Read More »
Taylor Swift’s rerelease of her album Red became a widespread news story and evolving cultural narrative over the past few weeks, with layers that included the topic of artist ownership in the music industry, nostalgic commentary on the Red album that was originally released in 2012, and new insight into Taylor’s past relationships—a topic she famously focuses on in her songwriting. …
Mentality Matters: Brand Insights from the Rerelease of Taylor Swift’s ‘Red’ Read More »
The story about Green Bay Packers Quarterback Aaron Rodgers testing positive for COVID-19 played out online the past few weeks, after he returned to the football field following a mandated quarantine. His positive COVID-19 diagnosis was first reported November 3 and instantly became controversial because Rodgers claimed back in August that he had been “immunized.” …
Mentality Matters: Brand Insights from Aaron Rodgers’ COVID Vaccine Wrangle Read More »
Marissa Price — SVP, Client Services, Sightly Edwina Morales — VP, Multicultural Business Solutions, Horizon Media Horizon Media (HMI) and Sightly have been partners for more than five years to drive outcomes for our brand clients. Recently, we met to share insights about our diversity and multicultural marketing best practices. Sightly: Brand Mentality® and United Outcomes Power …
Diversity and Multicultural Marketing: Six Keys For Success Read More »
By Greg GarunovEVP Business & Strategic Development Brand safety is a big focus for marketing executives and players across the advertising industry. Organizations like GARM, IAB, MRC and the 4As have or are developing standards. The Brand Safety Institute has begun certifying “brand safety officers” for participating companies. But it wasn’t always this way…. What is brand safety and when did it start? …
Three Things Every Marketer Should Know About Brand Safety Read More »
Belonging matters. It’s a term that took on new life in the aftermath of George Floyd’s death in May, 2020. In response to the Black Lives Matter movement that followed, Sightly employees and management felt a responsibility to not only support BLM but to take a stand with any group that is attacked because of its …
By Kristlyn LyonsVP, Business Development & Partnerships Of all the media trends that rose and fell during the past year-plus of life during coronavirus, TikTok deserves special mention for its explosive growth and popularity as a social medium. And now it is commanding brands’ attention as an emerging advertising platform as well. Why are we …
At 9:45 a.m. on January 26, 2020, a helicopter carrying Kobe Bryant, his 13-year-old daughter and seven other people crashed near Los Angeles, killing all on board. Millions of fans around the world were stunned by the news, including Sightly’s CRO and GM, Adam Katz, who had grown up watching Bryant’s entire career from beginning …
How Kobe Bryant’s “Mamba Mentality” Inspired Game-Changing Marketing Technology Read More »
The year that most of us would rather forget produced effects that will linger well into this new year and beyond for advertisers and media agencies. Trends in digital video and TV that had been moving incrementally for years suddenly fast-forwarded in 2020, thanks to a surge in demand beginning with lockdowns and quarantines in …
In the Living Room: Your Best CTV Strategy for the New Year Read More »
We’ve heard a lot about how the pandemic has accelerated several marketing/media trends such as cord cutting,1 online shopping2 and live video viewing.3 But we haven’t heard as much about how COVID is accelerating the erosion of brand loyalty. Marketing teams have been battling this problem for decades. The emergence and growth of national retailers, private labeling, competitive “everyday …
How Brand Loyalty is Disappearing and What to Do About It Read More »
What’s Going to Happen Next and How Do We Respond? Those two have to be at the top of the list—questions that probably have been keeping a lot of us, including CMOs, brand managers and agency teams, up at night the past several months. Put another way: how do we react minute-by-minute to the unprecedented speed and magnitude of …
What Are the Big Challenges for Advertisers and Marketers Right Now? Read More »
