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 to end.
During the days following the tragedy, Katz was struck by the outpouring of positive sentiment for Bryant. Here was a player who at one point early in his career was considered toxic by most brand sponsors. Now, many years later upon his death, he was being widely revered and remembered for how he’d reformed himself with a mindset he’d adopted and called the ‘Mamba Mentality.’
The perfect marketing and media storm
Fast-forward a couple months to the sudden onset of the COVID-19 global pandemic—quarantines, lockdowns, panic reactions, etc. Brands struggled to pivot, especially those with money locked into upfront agreements.
Fast-forward a couple more months to the BLM protests and marches across the country. Brands again witnessed the need for nimble messaging and media placement in the face of dynamically shifting sentiment.
While making continuous adjustments to keep customers’ brands safe and suitable in their digital media campaigns, the Sightly team noted an explosion in the amount and pace of news.
Every day, every hour, even every moment, there was something new happening digitally, socially, culturally that needed responding to on behalf of each agency and brand customer.
Most of the events and viral trends also had become more complex and nuanced as they ebbed and flowed. Reactions to them evolved over a matter of hours or days, sometimes changing focus and sentiment.
No wonder a survey conducted in May showed that brand CMOs in the US felt their biggest challenge going forward was ‘understanding consumer behavior changes,’ and number three was ‘aligning with new/changing customer sentiment.’ 1
Polarizing moment leads to aha moment
An eye-popping moment occurred when the CEO of a client‘s competitor came out backing one of the political parties. The strong reaction in the market to this CEO’s statements suddenly highlighted how polarizing politics and cultural moments like these had become. Sightly was able to leverage the controversy for its customer—but the opportunity went away as quickly as it had arisen.
And this is where Kobe came back into play…
“I went back to his ‘mentality’ concept and I realized that every brand would react differently to all these moments based on their mindsets,” Katz explained.
It became obvious that brands needed a wider lens—one that could help them define what was truly suitable and safe, yes—but also one that could identify the opportunities.
Sightly had been developing products that incorporated industry brand safety standards from GARM, IAB, the 4As, etc. “Based on what was happening, we felt we wanted to expand on that and create a platform that gave brands the ability to put their own opinions in market as they see fit, to respond with speed to scenarios the way they feel,” Katz added. “We call it Brand Mentality®.”
Kobe Bryant’s mentality came from the Black Mamba persona he adopted, named after a deadly snake assassin in a Quentin Tarantino film.2 Over time, his Mamba Mentality grew to signify the total focus and dedication to his craft, a mindset that drove him to become one of the greatest and most admired players in the history of the game.
How Mamba Mentality informs Brand Mentality®
In his 2018 book, The Mamba Mentality: How I Play, Bryant wrote:
“The mindset isn’t about seeking a result—it’s more about the process of getting to that result. It’s about the journey and the approach. It’s a way of life. I do think that it’s important, in all endeavors, to have that mentality.”
In another section of the book, he added this:
“Keep it real. When I was young, my mindset was image, image, image. As I became more experienced I realized: No matter what, people are going to like you or not like you. So be authentic, and let them like you for who you actually are.” 3
“What you see from Kobe is the excellence in the details, and continuous refinement,” observed Albert Thompson, Managing Director of Digital at Walton Issacson. “The whole notion of Brand Mentality is it changes as the story changes. And that is very much how the human mind works. Nothing lives on absolute terms anymore. It’s in and out and then moves to a new narrative or just goes away all together.”
Defining its Brand Mentality helps a brand establish its unique mindset and approach in market. It humanizes a brand so it can move with speed to drive outcomes and respond in real time to events, threats and opportunities that arise moment to moment.
Listen to the full discussion of Brand Mentality in this recent episode of eMarketer’s popular Behind the Numbers podcast.
- Biggest Challenge for CMOs? Understanding Consumer Behavior Changes https://www.marketingcharts.com/demographics-and-audiences-115274
- How Kobe Bryant’s ‘Mamba Mentality’ changed the NBA, by James Herbert, Jan 29, 2020 https://www.cbssports.com/nba/news/how-kobe-bryants-mamba-mentality-changed-the-nba/
- The Mamba Mentality—How I Play, by Kobe Bryant, text ©2018 Kobe, Inc. https://www.amazon.com/Mamba-Mentality-How-Play/dp/0374201234