Soul & Science: Fast Forward Your Marketing Mind

Is it time to update your company values? In today’s mini episode, we dive into why values matter and we’ll share the six new guiding principles at Mekanism. From embracing bold creativity to fostering teamwork and innovation, these values will help us redefine our company’s future.Brought to you by Mekanism.

In this episode of the Soul & Science Podcast, we explore balancing business results and creative innovation in global brand building with the Global Chief Marketing Officer, GM Direct Commerce at Fortune Brands Innovations, Mark-Hans Richer. With over 30 years of experience, Mark-Hans has built groundbreaking campaigns with companies such as Moen, Masterlock, Harley Davidson, and GMC. In today’s episode, you’ll learn: Why embracing a start-up mindset is so important to keep your brand freshHow to defend out-of-the-box ideas from pushbackWhy changing your strategy isn’t always the best course of actionBrought to you by Mekanism.

In this episode of the Soul & Science Podcast, the founder of JUV Consulting, Ziad Ahmed joins us to teach us how to truly connect with your Gen Z audience. You’re going to learn how to crack the code to speak to this dynamic and elusive audience. 25-year-old Ziad has been making serious waves in the brand world as the Head of Next Gen at United Talent Agency or UTA. After founding JUV Consulting as a high school student, Ziad has been pushing the boundaries of content, community, and culture and also finding new intersections of the three with his Gen Z-focused conference ZCON.In today’s episode, you’ll learn: How to not just join cultural conversations, but to lead and shape themWhat it takes to future-proof your brand and foster communities that resonate with Gen Z valuesA few of Ziad's best strategies to help you rethink how you engage with Gen Z and refine the language you use to communicate with themBrought to you by Mekanism.

Have you ever wondered if Chief Marketing Officers have what it takes to lead as CEOs? In this mini episode, we uncover four powerful reasons why CMOs might be the secret weapon for business growth and customer-centric leadership. Tune in to challenge the traditional executive hierarchy and discover new possibilities!Brought to you by Mekanism.

Beyond his role as the over-the-top showman and host of Nathan's Famous International Hot Dog Eating Contest in Coney Island, George Shea is a seasoned marketing professional with three decades of experience. Together with his brother, Richard, he has elevated the Nathan's Famous hot dog-eating contest into a major brand promotion recognized around the world. Beyond Nathan's, George and company run Major League Eating and also Shea communications doing work in the commercial real estate industry. In today’s episode, you’ll learn: What it takes to create and promote a niche sport like competitive eatingWhy having multiple irons in the fire helps fuel productivity and creativityWhy controversy is so effective for generating earned mediaBrought to you by Mekanism.

Have you been watching the olympics? We certainly have been here at the Mekanism offices, and it’s inspired us to revisit this amazing conversation with New Balance CMO Chris Davis. New Balance is not only “the shoe brand of choice for film stars, athletes and supermodels,” according to Urban Journal, it’s the brand for “the biggest, hype-inducing names on the street right now.” As CMO of the hotly resurgent brand, which was born in 1906, Chris Davis applies a risk/innovation model which puts 50% of the marketing budget into proven, demand-creation tactics, 30% into calculated risks (NFTs, for example) and 20% into purely experimental vehicles that may fail spectacularly or succeed later. Davis, who is also SVP Global Merchandising, says the only unacceptable risk is one that comprimes brand values. He tells us how to transform a 116-year-old product company into a world-class brand.Brought to you by Mekanism. 

Today on the Soul & Science podcast, we’re sitting down with Jacqueline Welch, Chief Human Resource Officer at the New York Times to get the inside scoop on what you as an employer can do to make a strong and effective team. In her role at the Times, she leads the organization's human resources team and oversees all aspects of talent acquisition, career development, organizational development, equitable compensation practices, performance enablement and diversity, equity and inclusion. In today’s episode, you’ll learn: How to build a strong team with a solid mission that moves everyone toward a common goalHow to operate from a place where both internal and external branding overlapThe crucial nature of an engaged Human Resources during times of crisisBrought to you by Mekanism. 

In this episode of the Soul & Science podcast, Carlos Santiago Co-Founder at The Alliance for Inclusive and Multicultural Marketing or AIMM is joining us to explore how we as marketers can better celebrate diversity and inclusion with a multicultural audience. Carlos has been working and developing this space for over 18 years as a leading researcher and market strategist with a heavy focus on growth roadmaps and econometric models to better address the challenges that come with multicultural marketing. He has experience working with brands such as AT&T, AARP, Target, and so many more. In today’s episode, you’ll learn: How we can help our brands actively listen to and engage with various cultures in an authentic wayUsing the same marketing language for everyone doesn’t help and might even harm your marketing effortsThe majority of people want diverse and inclusive campaigns, and any backlash is coming from a small minorityBrought to you by Mekanism. 

In this episode of the Soul & Science podcast, Founder and CEO of ready-to-drink cocktail brand Gay Water Spencer Hoddeson is joining us to teach us why stellar community engagement is the key to success in today’s marketing world. Spencer is far more than a founder and beverage aficionado. He started his career in the marketing and brand department at Yahoo and worked his way to leading the entire team. Shortly after, he found himself as a top social media influencer. Now, Spencer is crafting a new beverage for and by the queer community. In today’s episode, you’ll learn: How brands can create products that serve an established community rather than trying to build one from scratch Why many younger audiences expect brands to be mission and purpose-driven before they become consumersWhy connecting and engaging with your audience in organic ways is like rocket fuel for growthBrought to you by Mekanism.

In this episode of the Soul & Science podcast, we are joined by Carrie Hutchison, the Director of Marketing and Brand at Re:wild. Re:wild is an environmental organization that recently partnered with Mekanism’s brand partner, Culturelle Probiotics to bring awareness to an untraditional cause- the endangerment of the human gut microbiome.Carrie started her career in sustainability and marketing with National Geographic as their Director of Corporate Communications and has worked with universities such as Georgetown. Now, she campaigns for sustainability in brands and the planet around the world. In today’s episode, you’ll learn: The ways that industry could be interacting with the planet to ensure sustainability. Why the protection of our endangered ecosystems- especially the ones within our own bodies- is crucial to a sustainable future for mankind. What we can do on an individual level to promote sustainability in our own lives. Brought to you by Mekanism.

This week, we're revisiting our inspiring conversation with David Lester, Co-founder at Olipop. There’s an alchemy to relationships, including the ones between co-founders. David Lester, co-founder at good-for-you-soda company, OLIPOP, first heard about his future business partner, Ben Goodwin, while he was quitting his 10-year job at global beverage giant Diageo. His then boss thought they’d work well together. The first meeting between entrepreneurs was memorable as Ben showed up with a bag of home-made soda. The pair went on to run a kefir beverage startup, followed by OLIPOP. Packed with healthy prebiotics and a tenth the sugar of regular, OLIPOP brilliantly markets taste, health and nostalgia while drawing 50% of revenues through online channels, just a few of Lester’s marketing feats.  In this episode you’ll learn:Soda psychology is grounded in our earliest memories.Three-quarters of the population is trying to make healthy adjustments. When something seems stupid, that’s your cue to figure out a better way.That humility will take you from knowing nothing to expertise.Data science surrounds us, but your soul processes the insightsBrought to you by Mekanism.  

This week, we're revisiting our amazing conversation with Julia Perez, CMO at OWYN from May 2023.Julia is a New York born, Miami-based marketing executive with a deep understanding of high-growth, healthier-for-you food and beverage startups. With more than 10 years of experience working for brands like Red Bull, Hain Celestial, RSP Nutrition, and CORE Water, it’s actually kind of her superpower. Her continued success in the health and wellness space led her to the role of Chief Marketing Officer at OWYN, which stands for Only What You Need, a plant-based nutrition company best known for its ready-to-drink protein shakes. OWYN is currently the #1 best selling plant protein shake in the US.  In this episode you’ll learn: How OWYN is cleaning up the sports nutrition industry with transparency, education, and empowering messagingWhere Julia stands on the Ozempic trend and how OWYN fits in Why you shouldn’t forget about the big picture when looking at segmented dataThe value of being an early adopter and in love with your industryBrought to you by Mekanism.  

In this episode, we look into the Soul & Science of starting a movement. Small actions done consistently can have profound effects on our lives. The real challenge is doing those things every day. Something the majority of us seem to have no issues doing almost everyday is complaining. While complaining about this, that, and whatever comes to mind is easy, the negativity can block your focus, creativity, and productivity. This week, we’re talking with Will Bowen, who’s working on unlocking the secrets of positivity with his complaint-free movement. Will started his career as an advertising executive for Yellowpages, but even back then, he felt a passion for speaking and helping people discover a better way to live. In 2006, Will challenged 250 people to break the destructive habit of complaining by going 21 days in a row without speaking a single complaint. Now, almost 20 years later, he’s still traveling the country as a keynote speaker and working to change the lives and minds of thousands of professionals. His International best-selling book “A Complaint Free World” has sold nearly 4 million copies in 40 countries. In today’s episode, you’ll learn: The damage a complaining habit can do to your productivity and workflow How to be more aware of your own complaints and negative thinking What can happens when you step into a more positive mindset, and how to redefine your values with that in mind Brought to you by Mekanism. 

Why do some pitches soar while others flop? Today, we talk about the secrets of successful client pitches with the five laws of new business. From strategic selectivity to post-pitch follow-ups, here are some of our best strategies for winning over clients. Brought to you by Mekanism. 

It’s easy to get lost in the details of those everyday small inconveniences – what’s for dinner tonight, that looming deadline, whether or not your joke landed in that meeting earlier. It’s also just as easy to switch our brains to autopilot when they get overwhelmed and disappear into social media or TV. And what about that narrator in our heads? The constant critic. The complainer. It really doesn't serve us. But the simple practice of mindfulness might offer a solution. And our guest this week believes that everyone can be at least 10% happier if they work mindfulness into their daily life.Dan Harris spent more than 20 years as a journalist for ABC where he was the co-anchor of Nightline and the weekend editions of Good Morning America. He’s covered wars, natural disasters, and even spent 48 hours in solitary confinement to better understand the criminal justice system. Today, Dan is the best-selling author of the meditation book “10% Happier” and host of the podcast of the same name. In today’s episode, you’ll learn: Not only how but also why you should incorporate a meditation practice into your personal and professional lifeTo apply the lessons Dan learned during his path towards mindfulness in your own lifeHow to better manage your own thought habits in order to be happier and healthierBrought to you by Mekanism.

What do you do with a great idea that your client didn't want? Toss it? Or keep it? In today’s mini episode, we tackle the dilemma of rejected concepts. Discover how to transform these creative casualties into proactive initiatives that not only promote your business but also make a positive impact on the world. Brought to you by Mekanism.

This week on the Soul & Science podcast, we take a look at the power of culture and consumption. Take the rise of social media marketing as an example of consumption as culture. Companies have piggybacked on viral sounds, trends, and cultural moments from TikTok and Instagram as a way to promote their products. On the flip side, a seemingly clever campaign can flop if it jumps on a trend too late or misses the point entirely. So, if culture ultimately drives everything that people do, how do brands keep pace? Today, we’re talking with Dr. Marcus Collins about the effects of culture on human behavior and the undeniable connection between marketing and culture. Riding the line between industry and academia, his award-winning book For The Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be was a best-seller and he currently serves as a marketing professor at the Ross School of Business at the University of Michigan. In the past, he was the Head of Strategy at Wieden+Kennedy and has worked with brands like Apple, Nike, and even Beyoncé. In today’s episode, you’ll learn: How culture and marketing intertwine to create some of the most successful campaigns What defines culture and how people choose to interact with itHow brands can put themselves in the driver’s seat of cultural relevanceBrought to you by Mekanism.

What’s the true value of breaking free from conventional marketing mediums? In this week’s mini episode, we delve into some unconventional branding strategies that made impactful results. Oatly's 'Oatmilkers' initiative in Minor League Baseball, Stoked Dispensary's clever ads in neighboring stores, and Adidas' liquid billboard in Dubai showcase innovative approaches to circumvent restrictions and leave a lasting impression. Join us as we explore thinking outside the box in branding and advertising.Brought to you by Mekanism.

At some point in their career, everyone has had to answer the dreaded interview question: “Where do you see yourself in the next five years?” You might have a well-scripted answer, but do you really know? This week on the Soul & Science podcast, we sit down with the founder and CEO of the Handel Life Coaching Group, Lauren Zander, to explore how we can rebrand the mind, body, and soul. In today’s episode, you’ll learn: The true power of auditing your life in an honest wayHow our minds, bodies, and souls are far more interconnected than we realizeWhat kinds of practical consequences you can give yourself to make your dreams a realityBrought to you by Mekanism.

Ever wondered about the secrets behind a successful rebrand? Today, we'll unravel three essential rules for transforming your brand identity. From finding your why to executing a seamless rollout, we'll discuss what we can learn from iconic successes like Dunkin' and Airbnb, and how to avoid the pitfalls of missteps like Twitter's puzzling transformation to 'X'. Brought to you by Mekanism.