Mentality Matters: Peloton Takes Back the Narrative with its Chris Noth Ad… Then Loses it Again

BLOG

Mentality Matters: Peloton Takes Back the Narrative with its Chris Noth Ad…
Then Loses it Again

December 17, 2021

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. Big,” died from a heart attack after completing his one thousandth Peloton ride.

Data: Newswhip; Chart: Kavya Beheraj/Axios

This unfortunate positioning for Peloton within the highly anticipated series left the brand scrambling amongst public discussions about the character’s death being linked to his Peloton use and the subsequent drop in the brand’s stock price.

Peloton moved quickly with Dr. Suzanne Steinbaum, a preventative cardiologist and member of Peloton’s health and wellness advisory council, releasing a statement to The Times citing Mr. Big’s extravagant lifestyle as the cause of his fatal heart attack, adding that “riding his Peloton Bike may have even helped delay his cardiac event.”

But Peloton’s response did not end there.

Incredibly, the brand created an ad in less than 48 hours in partnership with Maximum Effort, a digital marketing agency co-founded by Ryan Reynolds and George Dewey.

The ad starred Chris Noth and provided a clever response to the unflattering product placement in the ‘Sex and the City’ reboot.

The ad was posted on Peloton’s social media accounts on December 12th; Peloton’s stock added $900 million in value on Monday following the ad’s debut and their social engagement skyrocketed.

Chris Noth Teams Up With Ryan Reynolds...YouTube video

What insights does this story and its multiple dimensions offer for brands?

To get some context on the layers of Peloton’s role in the popular ‘Sex and the City’ reboot and the brand’s speedy public response, review the chronology of major moments below, as told by a representative sample of online news articles throughout the story’s continuing timeline.

Keep in mind these articles and videos are just a handful of the thousands upon thousands of articles, opinions, social posts, videos, comments, etc. generated by this major viral moment.

Most actionable moments don’t reach this level of virality or last this long but these “big moments” are useful for gaining and sharing insights.

Photo by Tony Webster https://www.flickr.com/people/diversey/

For example, the initial spotlight quickly shifted from buzz around the sequel of the popular ‘Sex and the City’ series, to shock at the death of a popular character, to spotlighting Peloton as the potential cause of death, to Peloton’s resulting stock drop, to Peloton’s quick responses on social media, to their creation of an ad starring Chris Noth that expertly addressed the negative product placement, all in a matters of days.

Peloton expertly navigated this situation and turned a potential branding nightmare into a win within an impossibly tight timeframe. But this story isn’t just a best-in-class example of Advertising and PR, it’s also a potential opportunity for other brands in the exercise & wellness space and beyond to enter the conversation and capitalize on the viral and evolving story.

And then just like that…the story turned again.

On December 16, The Hollywood Reporter broke a story that two women had stepped forward and accused Noth of sexual assault.

Within hours, Pelton removed the new ad featuring Noth and stated it had been unaware of the allegations when it created and launched the ad and that “every single sexual assault accusation must be taken seriously.”

How would your brand have approached this story?

1. Does your brand have a way of monitoring PR controversies and public sentiment that allows for quick decisioning (such as Peloton’s quick ad creation)?

2. If you were a competitor of Peloton, would you have targeted, blocked, or monitored this emerging story when the episode first aired?

3. If you were a competitor of Peloton, would your action have changed after the story evolved and Peloton released their creative addressing the episode?

4. What about when the narrative turned again and Pelton pulled the ad following public allegations of sexual assault against Chris Noth?

Source: CNBC https://www.cnbc.com/2021/12/16/peloton-removes-viral-chris-noth-ad-after-sexual-assault-allegations.html

Click this link to participate in a poll on these questions, and we’ll share the results with you via email.

____________________

Peloton ‘And Just like That’ Story Chronology with representative content samples

Mentality Matters: Brand Insights from Virgil Abloh’s Sudden Passing

BLOG

Mentality Matters: Brand Insights from Virgil Abloh’s Sudden Passing

December 10, 2021

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 luxury fashion label, Off-White, as well as his leadership as artistic director of Louis Vuitton’s menswear division.

Abloh’s influence and creativity extended far beyond the world of fashion. For example, he:

  • Made it his mission to mentor and support the talents of young Black creators,
  • Had a thriving DJ career that included performances at Lollapalooza and Coachella,
  • Created cover art for artists including Kanye West’s My Beautiful Dark Twisted Fantasy and Yeezus,
  • Designed furniture including the popular Markerad collection for Ikea, and
  • Had a solo exhibition, “Figures of Speech,” at Chicago’s Museum of Contemporary Art.

This list, shockingly, is not comprehensive, and represents just a few of Abloh’s accomplishments outside of his extensive and important work in fashion.

Virgil Abloh preferred to view himself as a “maker” rather than just a designer, and his curiosity and talent allowed him to impact culture through many lenses.

Virgil Abloh’s death was announced on November 28 and quickly became a top story, as his death represents a narrative on Black artists, health & wellness, fashion, music, art, and more.

What insights does this story and its multiple dimensions offer for brands?

Virgil Abloh: Figures of Speech Author jpellgen https://www.flickr.com/photos/jpellgen/

To get some context, review the chronology of major moments below, as told by a representative sample of online news articles throughout the story’s continuing timeline.

Keep in mind these articles and videos are just a handful of the thousands upon thousands of articles, opinions, social posts, videos, comments, etc. generated by this major viral moment.

Most actionable moments don’t reach this level of virality or last this long but these “big moments” are useful for gaining and sharing insights.

For example, the spotlight quickly shifted from the announcement of Virgil Abloh’s death, to additional information on his private battle with a rare form of cancer, to high profile friends of the designer playing tribute to him and his work, to brands he had ties to honoring him at shows and in stores, to Art Basel recognition, all in a matters of days.

Virgil Abloh’s connection to brands was far reaching, as the founder of the cult brand Off-White and the artistic director of Louis Vuitton’s menswear division. With Off-White, Abloh collaborated with dozens of premium brands and companies, including Rimowa, Mercedes Benz, the NBA, Levi’s, Moncler, Jimmy Choo, Kith, Timberland, Byredo, and, perhaps most notably, Nike.

Virgil Abloh’s first ad campaign for Louis Vuitton, on MLK Day 2019 Author Steve Jurvetson https://www.flickr.com/photos/jurvetson/

How would your brand have approached this story and all the content it has generated?

1. Does your brand routinely target content in the Fashion category?

2. Does your brand have a multicultural marketing strategy?

3. Does your brand distinguish specific content around death, or completely avoid headlines about death?

4. If you were a competitor of Nike (one of Virgil Abloh’s most notable collaborating brands), would you want to target or block news around Virgil Abloh?

Click this link to participate in a poll on these questions, and we’ll share the results with you via email.

____________________

Virgil Abloh Story Chronology with representative content samples

Mentality Matters: Brand Insights from the Rerelease of Taylor Swift’s ‘Red’

BLOG

Mentality Matters: Brand Insights from the Rerelease of Taylor Swift’s ‘Red’

December 6, 2021

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.

Swift’s official release of Red (Taylor’s Version) took place on November 12 and instantly became a cultural fixation because of Taylor Swift’s global star power, but buzz around the release was largely magnified because of the multifaceted nature of the album release.

What insights does this story and its multiple dimensions offer for brands?

To get some context, review the chronology of major moments below, as told by a representative sample of online news articles throughout the story’s continuing timeline.

Taylor Swift RED Tour (8642419792).jpg Author Jana Beamer https://www.flickr.com/people/94347223@N07/

Keep in mind these articles and videos are just a handful of the thousands upon thousands of articles, opinions, social posts, videos, comments, etc. generated by this major viral moment.

Most actionable moments don’t reach this level of virality or last this long but these “big moments” are useful for gaining and sharing insights.

For example, the spotlight quickly shifted from villainizing Scooter Braun for purchasing the masters to Swift’s music in 2019, to Taylor Swift’s actual album release and the updated contents of the “Taylor’s Version” album, to a massive response

against Jake Gyllenhaal, (who Swift’s relationship with in 2012 is believed to be the focus of All Too Well—10 Minute Version), back to Taylor Swift performing the new version of All Too Well on SNL, all in a matters of days.

Taylor Swift boasts one of the most expensive celebrity endorsements of all time with a $26 Million deal with Diet Coke, along with notable partnerships with Apple, CoverGirl, Keds, and Capital One.

With her massive global appeal and sponsorship deals, when Taylor Swift stories break, brands best be prepared to act.

A Conversation with Jake Gyllenhaal: Author Daniel Benavides from Austin, TX https://www.flickr.com/people/52309209@N02

How would your brand have approached this story and all the content it has generated?

1. Does your brand routinely target content in the Music category?

2. Does your brand routinely target content in the Entertainment category?

3. If your brand had a way to distinguish content that is part of a larger story (e.g., Taylor Swift’s performance of All Too Well on SNL vs. Jake Gyllenhaal receiving public backlash from All Too Well relationship coverage), would you utilize this ability in your content selection for media campaigns?

4. If your brand had a turnkey way to incorporate major cultural moments into your earned or paid media, would you utilize it?

Click this link to participate in a poll on these questions, and we’ll share the results with you via email.

____________________

Red (Taylor’s Version) Story Chronology with representative content samples

November 11

Scooter Braun Reportedly Thought Taylor Swift Was Bluffing About Re-Recording Her Albums

November 12

Taylor Swift’s Re-Recordings Expose The Music Industry’s Chokehold On Intellectual Property

Taylor Swift and Phoebe Bridgers’s ‘Red’ Duet, and 14 More New Songs

The Story Behind Taylor Swift’s 10-minute Version of ‘All Too Well,’ The Song Making Fans Lose Their Minds

Brands Are Feeling 22 After Taylor Swift’s New ‘Red’ Release

November 13

Taylor Swift Delivers Passionate Performance of ‘All Too Well’ on ‘Saturday Night Live’

Cardi B Reacts to Taylor Swift’s ‘All Too Well’ Short Film

November 14

On SNL, Taylor Swift Stopped Time

A Lot Of Taylor Swift’s Famous Friends (And One Famous Ex) Came To See Her Perform On “SNL”

November 15

Taylor Swift’s ‘All Too Well’ and the Weaponization of Memory

Taylor Swift’s ‘I Bet You Think About Me’ Lyrics Seem Full Of Jabs At Ex Jake Gyllenhaal

November 16

Scooter Braun Sells Taylor Swift’s Big Machine Masters for Big Payday

Dionne Warwick has a message for Jake Gyllenhaal about Taylor Swift’s scarf

A Comprehensive Explanation of Why Taylor Swift Fans Seem Ready to Commit Homicide on Jake Gyllenhaal

It’s me, Taylor Swift’s scarf. I’m here to tell my side of ‘All Too Well’ (Scarf’s Version)

November 17

iHeart Promises to Only Play Taylor Swift’s New Versions of Her Songs, Once They’re Out

Taylor Swift’s Quest for Justice

Jake Is ‘Mortified’ Taylor ‘Targeted’ Him For Dating a 25-Year-Old on Her New Album

Mentality Matters: Brand Insights from Aaron Rodgers’ COVID Vaccine Wrangle

BLOG

Mentality Matters: Brand Insights from Aaron Rodgers’ COVID Vaccine Wrangle

November 30, 2021

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.”

What insights does this story and its multiple dimensions offer for brands?

To get some context, review the chronology of major moments below, as told by a representative sample of online news articles throughout the story’s continuing timeline.

COVID-19 vaccination - U.S. Secretary of Defense, CC BY 2.0 , via Wikimedia Commons

Keep in mind these articles and videos are just a handful of the thousands upon thousands of articles, opinions, social posts, videos, comments, etc. generated by this major viral moment.

Most actionable moments don’t reach this level of virality or last this long but these “big moments” are useful for gaining and sharing insights.

Like, notice how quickly this one went from news to controversy on Day 1: the story broke, and within hours, widespread opinions appeared questioning Rodgers’ veracity.

Then two days later on November 5, it took a major turn, fueled by Rodgers’ appearance on a Sirius XM show, where he responded to the criticism.

How did the biggest brand that employs him as a spokesperson respond?

At first, there was not much of a response but five days in, on November 8, following the Rodgers-less Packers’ loss to Kansas City the day before, a brand spokesperson said it encourages vaccinations but respects his right to his own personal opinion.

Opinions continued to proliferate.

The NFL fined his team and him.

The Packers activated him for the next game.

He played and beat Seattle.

State-Fram-Insurance-Office-Raysonho @ Open Grid Scheduler / Grid Engine, CC0, via Wikimedia Commons

The next several days saw stories that were reactionary trajectories off the main narrative:

  • Punditry and humorous commentary,
  • The NFL announced new COVID protocols ahead of Thanksgiving games, and
  • Health professionals decried the continued spread of disinformation about the vaccines and alternative treatments.

How would your brand have approached this story and all the content it has generated?

1. Does your brand routinely target content in the Sports category?

2. Does your brand routinely avoid news about COVID-19?

3. Does your brand have a strategy for avoiding misinformation?

4. If your brand competed in the insurance category, how would you approach content relating to this story?

Click this link to participate in a poll on these questions, and we’ll share the results with you via email.

____________________

Aaron Rodgers Vaccine Story Chronology with representative content samples

November 3

Green Bay Packers QB Aaron Rodgers tests positive for COVID-19, source says

Did Aaron Rodgers Lie About His COVID-19 Vaccination Status?

Opinion: Aaron Rodgers has COVID. He lied about being vaccinated, and being a team player

November 4

Packers QB Aaron Rodgers caught in his big vaccination lie

November 5

Aaron Rodgers says he’s unvaccinated, takes ivermectin and bashes ‘woke mob’

Aaron Rodgers Attacks NFL and ‘Woke Mob’ of Critics in Defending His Unvaccinated Status

Packers’ Aaron Rodgers Says He’s Taking Joe Rogan’s Advice On Treating COVID, Is Using Ivermectin

What State Farm Is Saying About Aaron Rodgers’ Endorsement Status Amid Covid Vaccine Controversy

State Farm stays quiet after Aaron Rodgers’ COVID-19 vaccine comments and MLK comparison

November 6

Packers’ Aaron Rodgers loses endorsement deal with healthcare group after Q&A regarding COVID-19 vaccine

SNL’ jabs Aaron Rodgers’ COVID-19 vaccine stance: ‘It’s my body and my COVID’

November 7

Without Aaron Rodgers, Packers and Jordan Love manage just one TD in loss to Chiefs

November 8

Breaking: State Farm Announces Decision On Aaron Rodgers

The ‘woke mob’ didn’t come for Aaron Rodgers

November 9

Aaron Rodgers’ fiancée, Shailene Woodley, slams media for ‘disparaging’ athlete amid COVID vaccine controversy

Aaron Rodgers takes ‘full responsibility’ for comments about COVID-19 vaccination status

Packers fined $300K, Aaron Rodgers, Allen Lazard fined $14K for violation of COVID protocols

November 13

Green Bay Packers activate QB Aaron Rodgers off reserve/COVID-19 list

Scientists react to Aaron Rodgers’ comments on Covid-19 vaccine and treatments

November 14

Misty-Eyed and Tired, Rodgers Wins in Return From COVID

Post-COVID, Aaron Rodgers won’t do in-person press conference, opting for Zoom instead

Aaron Rodgers’ endorsement partners are mostly silent on his COVID controversy, a sign they’re likely taking a wait-and-see approach

November 15

Aaron Rodgers Returns to Play for Packers After Testing Positive for COVID, Quarantining

Karma may still want a word with Aaron Rodgers

November 16

Punchlines about Aaron Rodgers’ vaccination controversy keep popping up

November 17

NFL chief medical officer pushes back on Aaron Rodgers’ claim that some COVID-19 protocols are ‘not based in science’

Amid rising COVID cases, NFL updates protocols ahead of Thanksgiving

‘So Disappointing;’ Stanford Doctor Chastises Aaron Rodgers For COVID Vaccine Misinformation

Diversity and Multicultural Marketing: Six Keys For Success

BLOG

Diversity and Multicultural Marketing: Six Keys For Success

July 20, 2021

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 Multicultural and Diversity

Like a lot of companies, last year was a turning point for us. First, we debuted our new Brand Mentality™ platform, which allows brands to move at the speed that’s really required today for marketing and media.

woman reacting to news on phone

The news cycle is faster than ever, amplified by omnipresent social and viral media. And the only way to be able to keep up is to establish who your brand is and then use machine learning and automation to move quickly and adapt your media approach in response to events as they unfold.

Here are a couple scenarios that we’ve seen…

  • A competitor does something newsworthy or controversial. Do you perceive it as a risk and avoid it? Or is there an opportunity there for you? 
  • There are calls for brand boycotts, or other social issues are heating up the news. How do you respond?

Consumers expect brands to be part of these cultural conversations now. We’re seeing brand loyalty change in an instant based on how brands choose to participate or sit on the sidelines during these big moments. 

Brand Mentality helps marketers control when and how they’re taking part in these cultural narratives.

Second, against this backdrop of developing and launching Brand Mentality, we were also acutely aware of the racial injustices and other difficulties faced by underrepresented groups.

We realized that if we’re going to challenge marketers to be more accountable for their brands, then we really have to do the same thing.

That’s what led to the formation of United Outcomes.

We’ve always said we’re outcome obsessed. Now we’re applying that same approach and mentality to three main focuses: mentorship, internship, and diversity in hiring.

young man in park with tablet device

Getting high school and college students from underrepresented groups involved early in marketing and media helps them discover which parts of the industry they might be most passionate about. And then we can give them resume-building opportunities to fuel diversity across the whole industry.

Horizon: The Boyd Initiative, Promoting from Within & Project Embrace

Diversity, equity and inclusion is Horizon Media’s DNA. We live by this ethos every day and choose to work with clients and partners such Sightly, who are equally invested in pushing this forward. 

At Horizon, we are committed to being a true organization of belonging by creating an enlightened work environment that truly reflects our diverse and unique communities. Our goal is to cultivate an environment where everyone has equitable access to learning and advancement and where our diverse community of employees really are nurtured.

We were fortunate to have a great foundation in place at Horizon to develop these programs, but for companies that need launching points for their DEI programs, a great way is to work with third party programs that already support these goals.

The Boyd Initiative Grads

One such program is The Boyd Initiative, which teaches students from HBCUs the fundamentals of media and advertising, getting them out of the textbooks and connecting them with companies like ours. 

Horizon is employing an intern from The Boyd Initiative this summer in its first virtual summer internship program. By working with third party organizations like this, you can quickly see how your company can walk the walk, promoting inclusion and diversity.

Equally important is cultivating a feeling of belonging once we bring someone into our organizations, fostering an environment that encourages people to be their full and authentic selves.

One way that our organizations elevate that is by promoting from within so that we’re continually investing in our people, making sure they feel valued. Belonging matters. In 2020, more than 30% of the open positions at Horizon were filled internally.

We believe belonging is not just for our employees, but also for brands and the customers they serve. Inclusive and culturally relevant marketing practices drive every conversation day in and day out. These practices are no longer optional, they are imperative.

Our commitment is that multicultural voices will continue to be heard and amplified. Horizon Media does so through Project Embrace, which is our agency-wide effort to empower our teams to think and act inclusively about the audiences we are trying to reach on behalf of our clients.

Now, more than ever, marketers need to transcend linear thinking to reach and engage multicultural audiences. We help our teams and clients apply diverse and inclusive thinking that leads to authentic and culturally rooted media strategies.

Horizon Media Project Embrace logo

We’re proud to have most recently worked with Sightly on a successful QSR partnership in reaching the Hispanic community. It was through this partnership that we understood the importance of Brand Mentality, which gives our brands the finer controls they need to avoid threats without making wholesale changes to their marketing that often wind up blocking multicultural media.

We all know this is an important industry issue that negatively impacts the multicultural population, especially with the constant “urgency of now” that brands face. We look forward to continuing to work together with Sightly to leverage Brand Mentality, which aligns excellently with Horizon Media’s cultural first strategic approach.

In Summary: Six Keys for Building Diversity & Multicultural Marketing Programs

For building diversity, equity and inclusion programs:

  1. Dedicate a business function or passionate group of employees.
  2. Determine the resources you can commit—financial, time, job experience, etc..
  3. Partner with groups that already have a network where your company can make an impact.
  4. Look for ways to provide ongoing support to interns and mentees. Help them discover their passions, act as a reference or check back in with them.

For refining your multicultural marketing practices:

  1. Be authentic to your brand’s/company’s mentality; authentic in your multicultural approach and messaging.
  2. Remember what happens when you assume. As we engage with multicultural audiences, we can also learn from them. That feedback loop makes for more informed media in the future and better brand interactions for both marketers and consumers.


Download the Six Keys One-Sheet to Share With Your Team

all hands in for diversity

Three Things Every Marketer Should Know About Brand Safety

BLOG

Three Things Every Marketer Should Know About Brand Safety

July 10, 2021

Greg Garunov
EVP, Business 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?

While different definitions have circulated in recent years, brand safety in its simplest form is a contextual adjacency consideration. Brand managers ask themselves, “Where are our ads appearing and is it appropriate for them to appear there?” Simple questions but not so simple answers today. To understand why, let’s go back to a time when the primary media vehicle was a black and white cabinet television, say, 70 years ago.

Family Watching Television circa 1958

Back then, there were just a handful of broadcast networks to choose from—and a limited number of programs on each network. For an advertiser, it was a pretty straightforward process of understanding where your ads were going to show up. Managing message placement wasn’t really a concept at the forefront of anyone’s mind because it was relatively easy to do.

Plus, content standards were more structured (and stringent) compared to today. Federal Communications Commission (FCC) regulators, network censors and affiliates, as well as the individual show producers all had interests in ensuring that programming content appealed to the broadest audiences possible—and offended the fewest viewers.

Ads were also carefully scrutinized, not just for the truthfulness of their messages but also for what brands stood for compared to “accepted values.” 

This was what brand safety and brand suitability was in its infancy. Monitoring the programming was very manageable because there were a limited number of networks and time slots. Scrutinizing ads was manageable for the same reason—there were just fewer of them.

What brand safety challenges does today’s media environment pose for marketers?

As you can tell from that 70 year-old snapshot, a lot of things are different today. Over time, more and more media placement opportunities became available with the expansion and fragmentation of channels through technological developments like cable television and eventually, the Internet.

In just the past 15 to 20  years, the explosion of social media and user-generated content platforms, specifically, have exponentially increased the volume of content and thereby, the marketing and advertising opportunities. 

Monetizing all this content has become the focus for the platforms and the individual content creators have essentially become their own showrunners and their own programmers. And since there are millions of individuals creating and distributing new content every day, the sheer volume and variability of the contexts where marketers can place their messages has at times gotten completely out of control.

UGC video creator in back of car

Over the same period, standards around language, sexual suggestion and violence—just to name a few—have gradually degraded in our society and definitely in our media. 

Aggravating circumstances even further, the global pandemic accelerated digital content consumption and helped fuel the always-breaking news cycle and constant waves of social reactions, shares, comments, shares, re-reactions, etc.

Taken together, these factors have created a perfect storm for brand safety. The media ecosystem that marketers have to navigate has transformed from a very static and manageable one 70 years ago to an exceedingly dynamic and volatile one, which, for many, is nearly unmanageable.

What can you do to handle the increased complexity and accelerated pace of social media, news, trends, etc.?

Especially during this past year, we have realized that there is a critical piece missing in the current efforts to navigate brand safety and suitability, and that is a brand’s mindset.

group of young people watching videos on theor phones

It’s become more critical than ever for a brand to respond with speed and relevance to these media, social moments and viral trends. But the challenge is that the mechanisms in the marketplace today don’t support the ability to move as quickly as a lot of brands want, and frankly, need. 

First, each brand needs to define its unique mindset—a comprehensive, granular profile that details their views and opinions and takes into account their values and purpose and how it wants to respond to the blizzard of stories and viral moments.

The other missing element is the notion of opportunity. Brand safety and suitability mechanisms are focused on mitigating risk. That’s important, for sure, but it’s not the same thing as identifying and seizing the myriad opportunities for your brand in all this chaos.

One example of an opportunity could be when a competitor’s CEO makes some controversial public comments. How quickly could you activate on that content with your message today? And how long is the impact of that particular story going to remain an opportunity for your brand? 

Or, if your brand is aligned with a particular influencer that’s made some headlines, what’s the best course of action to capitalize on (or avoid) that narrative that’s in consumers’ minds or maybe take preemptive action against competitor brands?

There are big opportunities like these, as well as thousands of smaller ones, arising and subsiding all the time. And there haven’t been any solutions to accommodate what marketers are looking to do and capitalize on them—until now. We call our solution the Brand Mentality™ platform.

CEO of Delta article

One of the more unique features about it is that we’re constantly ingesting emerging viral trends and breaking news stories to achieve this moment-by-moment response-ability that includes the opportunities brand safety and suitability solutions have missed. 

Another unique feature is the Brand Mentality profile, which allows your brand to codify its mindset, filter threats and opportunities from our massive data stream and activate them in market.

Listen to the eMarketer podcast about Brand Mentality™ and real-time marketing

Reach out to us below to learn more or take the opportunity to listen to this in depth discussion of the platform on eMarketer’s popular Behind the Numbers podcast.

Listen to the full discussion on eMarketer’s podcast

Brand mentality and the future-forward marketing revolution