Brand Mentality®

5 Ways You Can Produce High-Value Insights About Any Viral Moment for Use in Your Paid Media and Marketing

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 […]

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Taylor Swift & Travis Kelce

The Influence of the “Power Couple” on Brands : Taylor Swift and Travis Kelce

The media buzz around Taylor Swift & Travis Kelce’s budding relationship is an example of how brands should take advantage of influential relationships. How it Started All it took was a concert, a friendship bracelet, and attending a Chief’s football game to make the nation go crazy for the relationship between Taylor Swift and Travis

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Rainbow flag in front of building

Beyond Rainbow-Colored Logos: Mentality Matters for Brand Values

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

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Johnny Depp and Amber Heard: The impact modern social media has on a public trial

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

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future forward looking man

The Shape of Things to Come: A Vision for Our Industry and Beyond

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

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cryptocurrency featured image

How is Your Brand Preparing for Web3?

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,

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

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.

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Virgil Abloh

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

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

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

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.

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

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.”

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the world on your device

Diversity and Multicultural Marketing: Six Keys For Success

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

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woman on phone sees shocking news

Three Things Every Marketer Should Know About Brand Safety

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?

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Mamba Mentality Kobe Bryant

How Kobe Bryant’s “Mamba Mentality” Inspired Game-Changing Marketing Technology

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

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How Brand Loyalty is Disappearing and What to Do About It

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

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