Episodes

  • Mini: What the Adidas Pet Collection Gets Right (and What It Misses)

    Mini: What the Adidas Pet Collection Gets Right (and What It Misses)
    Jun 16 2025
    🐶 Adidas just launched a China-exclusive pet collection—and it’s more than just cute.

    In this Soul & Science mini, Jason unpacks the marketing strategy behind Adidas Originals’ latest capsule: apparel and accessories designed for pets and their owners. Matching outfits? Yes. Global rollout? Not yet.

    For marketers, this launch raises big questions:

    🧠 Is this a clever test-market move or a missed brand moment?
    📍 Why China first—and why not global?
    📱 How could influencer strategy have amplified the rollout?

    Whether you're building brand love or exploring new categories, there's a lot to learn from this bold (and adorable) launch.

    Brought to you by Mekanism.
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    2 mins
  • #89: Building Brands from the Inside Out | Bryant Brennan, Chief Creative Officer at Fi

    #89: Building Brands from the Inside Out | Bryant Brennan, Chief Creative Officer at Fi
    Jun 9 2025
    Creative teams have the most impact when they’re trusted stewards of the brand—not just executors.

    In this episode, Fi’s Chief Creative Officer Bryant Brennan joins Jason Harris to explore the Soul & Science of in-house creativity, product-first marketing, and building brands with staying power.

    From launching Nook at Barnes & Noble to scaling Peloton’s creative team into an award-winning force, Bryant shares how to align teams, collaborate with agencies, and use design to drive results. He also shares how Fi brings those lessons to pet tech—blending emotion, data, and surprising uses of AI.

    What’s Inside:
    ✅ Why internal teams need ownership to succeed
    ✅ What Peloton got right about scaling brand and performance
    ✅ How Fi turns utility into emotional connection
    ✅ The role of AI in creative concepting and brand voice
    ✅ The hallmarks of a truly collaborative agency partnership

    Memorable Moments:
    💡 “You’re building the brand in every execution, big or small.”
    💡 “The best partners care as much about the product as you do.”
    💡 “It’s not that I have to. It’s that I get to.”

    Brought to you by Mekanism.
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    38 mins
  • Mini: The Return of HBO Max

    Mini: The Return of HBO Max
    Jun 2 2025
    What do you call a streaming service that can’t sit still? Apparently, HBO Max… again.

    In this Soul & Science mini-episode, Jason unpacks why the HBO brand is once again reclaiming its name, and what this says about brand equity, consumer sentiment, and the fine art of knowing when to walk it back. From Gap to Tropicana to the Twitter-that-shall-not-be-named, some branding detours are better left reversed.

    Key Takeaways:
    ✅ Don’t mess with strong brand equity—especially when it’s called “HBO.”
    ✅ A reversal doesn’t have to be a failure if you own it.
    ✅ Smart brands listen, learn, and even laugh with their customers.

    Backtracking isn’t always a step back. Sometimes, it’s just better branding.

    Brought to you by Mekanism.
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    4 mins
  • #88: Why Purpose Still Matters | Bill Oberlander, Founder & Creative Chairman at OBERLAND

    #88: Why Purpose Still Matters | Bill Oberlander, Founder & Creative Chairman at OBERLAND
    May 28 2025
    Why does doing good still feel risky in the boardroom even when it’s good for business?

    In this episode, OBERLAND Founder & Creative Chairman Bill Oberlander joins Jason Harris to explore the Soul & Science of purpose-driven marketing and talk about why creativity, commerce, and consciousness can (and should) coexist.

    Bill shares his journey from Madison Avenue to launching a values-first agency that's now AdAge’s Purpose-Led Agency of the Year. He opens up about building OBERLAND from scratch, pitching campaigns like ELF’s So Many Dicks, and why he believes hustle, resilience, and unrelenting honesty are the keys to making good money, by doing good.

    What’s Inside:
    ✅ Why a purpose-driven brief matters more than a purpose-driven agency
    ✅ How “creativity, commerce, and consciousness” intersect in great marketing
    ✅The origin stories behind some of OBERLAND’s boldest work, from pitching Thinx to launching ELF’s viral “So Many Dicks” campaign
    ✅ Why brands that ignore social impact are missing their next generation of consumers

    Memorable Moments:
    💡 “You don’t need a purpose-driven agency to do purpose-driven work. You just need a purpose-driven brief.”
    💡 “The best new business department is just better creative.”
    💡 “Make good money. That’s the line.”

    Brought to you by Mekanism.
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    34 mins
  • #87: B2B Marketing Shouldn’t Be Boring | Jim Lesser, Chief Brand Officer at ServiceNow

    #87: B2B Marketing Shouldn’t Be Boring | Jim Lesser, Chief Brand Officer at ServiceNow
    May 12 2025
    Just because it’s B2B doesn’t mean it has to be boring.

    This week on Soul & Science, Jason sits down with Jim Lesser, Chief Brand Officer at ServiceNow, the enterprise platform helping organizations simplify workflows and put AI to work across their business.

    Before stepping into the world of B2B tech, Jim led award-winning campaigns as CEO and Executive Creative Director at BBDO San Francisco, including the well-known "Imagine the Possibilities" campaign for Barbie. He shares how creative thinking, operational reinvention, and a people-first approach have shaped his leadership path.

    Jim talks about what it really takes to build an emotional connection in B2B marketing, why “marketing the marketing” matters more than ever, and how making yourself useful can unlock the next opportunity in your career.

    What’s Inside:
    ✅ Lessons from Jim’s rise from agency receptionist to CEO to Chief Brand Officer
    ✅ Why managing creatives is harder, and maybe more valuable, than mastering spreadsheets
    ✅ How ServiceNow is building a more human, recognizable brand in the B2B space
    ✅ The thinking behind ServiceNow University and the company’s growing community of users

    Memorable Moments:
    💡 “Make yourself useful, and your next opportunity will find you.”
    💡 “Cool sh*t with cool people. That’s the billboard.”
    💡 “If the product is innovative, the marketing should be too.”


    Brought to you by Mekanism.
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    37 mins
  • Mini: Why Do Influencers Start Beverage Brands?

    Mini: Why Do Influencers Start Beverage Brands?
    May 5 2025
    From Prime to Chamberlain Coffee, influencers are making serious moves into the beverage aisle.

    In this Soul & Science mini-episode, Jason unpacks the rise of creator-led drink brands—and why the beverage industry has become the go-to playground for digital tastemakers. With built-in audiences and high margins, the formula is simple: influence + hydration = $$$.

    Key Takeaways:

    ✅ Beverages are easy to produce and offer premium profit margins.
    ✅ Built-in audiences become built-in distribution channels.
    ✅ Drinks match the lifestyle-driven narratives influencers are already selling.

    Forget merch drops. The new influencer flex? Something you can sip.

    Brought to you by Mekanism.
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    4 mins
  • Mini: Leadership in Times of Uncertainty

    Mini: Leadership in Times of Uncertainty
    Apr 21 2025
    In a world that feels more chaotic by the day, leading with clarity has never been harder — or more important.

    In this Soul & Science mini-episode, Jason explores how leaders can navigate the “liminal experience” of constant change. From reaffirming values to strengthening team bonds, he breaks down the strategies that help leaders anchor themselves—and their organizations—when everything else is shifting.

    Key Takeaways:
    ✅ Ask the big questions: What do you value, where do you stand, and how can you move ahead?
    ✅ Focus on fundamentals: core purpose, collaboration, and resilience.
    ✅ Lead with stability and hope, even when the path ahead isn’t clear.

    Uncertainty isn’t just something to survive — it’s a chance to lead with more purpose, connection, and strength.

    Brought to you by Mekanism.
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    5 mins
  • The Soul & Science of Culture | Best-Selling Author Dr. Marcus Collins (2024)

    The Soul & Science of Culture | Best-Selling Author Dr. Marcus Collins (2024)
    Apr 14 2025
    From TikTok trends to viral campaigns, brands are constantly trying to tap into culture. But what actually defines culture — and how can brands engage with it in a meaningful way?


    This week, we’re re-airing a great conversation from April 2024 with Dr. Marcus Collins — marketing professor, best-selling author, and cultural strategist.

    Dr. Collins, author of For the Culture and former Head of Strategy at Wieden+Kennedy, has worked with brands like Apple, Nike, and even Beyoncé. In this episode, he breaks down the deep connection between culture and behavior — and how marketers can better understand both.

    You’ll learn:
    • How culture and marketing intersect to shape successful campaigns
    • The core elements that define culture and how we interact with it
    • How brands can show up with real cultural relevance — not just follow trends
    Brought to you by Mekanism.
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    47 mins