Soul & Science: Fast Forward Your Marketing Mind
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In today’s world how does a brand break through the noise and become iconic? Well, there’s a complex marketing machine running behind all your favorite brand names that goes deeper than you could imagine.
Join Jason Harris, co-founder and CEO of award-winning creative agency, Mekanism, as he speaks with leading experts about how to build an iconic brand. We will pull back the curtain on how culturally relevant brand building and always-on digital work together to make brands famous and drive business Results. Think of it as EQ meeting IQ. Let’s fast forward our marketing minds on the Soul & Science Podcast.
Soul & Science is a Mekanism podcast produced by Maggie Boles, Ryan Tillotson, Grace Robert and Lily Jablonski. The show is edited by Daniel Ferreira, with theme music by Kyle Merritt.
At Mekanism we build iconic brands with Soul & Science. The Soul is culturally relevant brand building and the Science is the always-on marketing activities that drive the bottom line. Learn more at mekanism.com.
Brought to you by Mekanism.
Join Jason Harris, co-founder and CEO of award-winning creative agency, Mekanism, as he speaks with leading experts about how to build an iconic brand. We will pull back the curtain on how culturally relevant brand building and always-on digital work together to make brands famous and drive business Results. Think of it as EQ meeting IQ. Let’s fast forward our marketing minds on the Soul & Science Podcast.
Soul & Science is a Mekanism podcast produced by Maggie Boles, Ryan Tillotson, Grace Robert and Lily Jablonski. The show is edited by Daniel Ferreira, with theme music by Kyle Merritt.
At Mekanism we build iconic brands with Soul & Science. The Soul is culturally relevant brand building and the Science is the always-on marketing activities that drive the bottom line. Learn more at mekanism.com.
Brought to you by Mekanism.
133 Episodes
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How do you recognize a “super concept” before it goes mainstream?John Lowe, Managing Director at Amok Consumer Growth and former CEO of Jeni’s Splendid Ice Creams, joins Jason Harris to share his playbook for identifying breakout food and beverage brands.During his 14 years as CEO, John scaled Jeni’s by more than 100x in revenue—while also serving on the boards of White Castle, Watershed Distillery, and more. Today, he’s bringing that experience to founders through Amok Consumer Growth, backing companies like Fox in the Snow and DOUGH.Key Takeaways:✅ Bet on founders with self-awareness—they’ll build the right team around them✅ Growth pace is determined by organizational bandwidth, not ambition alone✅ Cultural relevance (from Twitter to TikTok) is a marketing lever worth investing in✅ Copycats come fast—brands need a defensible “moat” in product, process, or communityMemorable Moments:💡 “When you’ve got people lining up every day, you know there’s some magic around it.”💡 “Private equity doesn’t make the food taste better—it’s about the founder and the product.”💡 “Jeni’s on a stick was right in front of us. I regret not pounding the table harder.”💡 “It’s not the size of the dog in the fight, it’s the size of the fight in the dog.”Brought to you by Mekanism.
What you can measure drives growth, but what you can’t often drives breakthroughs.Alex Schultz, Chief Marketing Officer and VP of Analytics at Meta (and author of the upcoming book Click Here), joins Jason Harris to unpack the soul and science behind decisions that move billions of people: the rebrand from Facebook to Meta, launching Threads to 400M MAU, the retention curve that signaled Ray-Ban Meta glasses were a hit, and why a great creative brief is the beating heart of iconic work.Key Takeaways:✅ Retention is the clearest signal of product-market fit—and the metric that decides whether to scale✅ Separate goals from metrics to avoid chasing numbers at the expense of strategy✅ Measure the measurable with rigor to earn credibility for the initiatives you can’t perfectly track✅ AI will transform marketing in three ways: making current work cheaper, unlocking previously uneconomical tactics, and enabling entirely new formatsMemorable Moments:💡 “The decision to change the brand was science. Everything else was art.”💡 “We couldn’t test the Meta rebrand—we had to keep it secret.”💡 “A metric can never perfectly describe a goal.”💡 “Incrementality is everything. If I do something, I want it to make a difference.”Brought to you by Mekanism.
In a world obsessed with instant results, Jackie Jantos makes the case for brand building that lasts.From Coca-Cola to Spotify to Hinge, Jackie has spent two decades shaping brands that endure by focusing on cultural insights, inclusive teams, and work that actually serves audiences. Now, as President and CMO at Hinge—the dating app “designed to be deleted”—she’s proving that long-term growth comes from products that deliver real outcomes.In this episode of Soul & Science, Jason Harris sits down with Jackie to explore why usefulness beats flash, how empathy and courage guide her leadership, and why staying patient pays off in brand building.Key Takeaways:✅ Design for outcomes, not vanity metrics—Hinge optimizes for “great dates,” not swipes✅ Big insights upstream fuel creative ideas that can scale globally✅ Credibility-rich programs compound more than week-long activations✅ Empathy and courage work best as operating systems inside the company✅ Long-term brand consistency beats short-term distraction every timeMemorable Moments:💡 “What better way to encourage people to try your product than to be a product that really works?”💡 “I get most excited upstream—at the insight—when it feels unique and true.”💡 “Not every brand needs another stunty activation. Put resources where they’re genuinely useful.”💡 “Empathy and courage mean saying the hard thing, even if you botch it the first time.”Brought to you by Mekanism.
What do basketball, brand reviews, and $400M in agency wins have in common? Michael Palma.From being a Parade All-American athlete to coaching under Jim Valvano, Michael Palma pivoted into advertising recruitment—eventually placing more than 1,300 top talents and helping agencies win over $400 million in revenue. Today, as founder of The Palma Group, he manages reviews for global brands like Coca-Cola, Heineken, Peugeot, and Zaxby’s.In this episode of Soul & Science, Jason Harris sits down with Michael to unpack what makes partnerships last, how to spot red flags before they sink a pitch, and why true leaders walk with a “humble swagger.”Key Takeaways:✅ Clients don’t want collaborators—they want leadership that listens✅ There’s no “perfect” agency, only the ideal fit for the moment✅ Good agencies get comfortable; great ones never stop bringing ideas✅ A pitch is won or lost in the first five minutes of emotional connection✅ Agency culture—not case studies—ultimately drives client choiceMemorable Moments:💡 “Clients want leadership that listens. They don’t want collaborators.”💡 “If you’re gonna lose, lose as you. Don’t lose pretending to be someone else.”💡 “There is no perfect agency—only the best possible fit.”💡 “The mortal enemy of good agencies is efficiency. Great ones never stop caring.”Brought to you by Mekanism.
Change is inevitable—but the most successful leaders know how to turn it into their greatest advantage.In this episode, Jason sits down with Jason Feifer, Editor-in-Chief of Entrepreneur magazine and author of Build for Tomorrow. From walking away from his first reporting job to pitching national outlets cold, Feifer has built a career on spotting opportunities no one asked him to pursue—and helping others do the same. They unpack how to future-proof your career or brand, the filter he uses to separate hype from lasting change, and why your personal mission statement should never hinge on a single role.Key Takeaways:✅ “Opportunity Set B” can unlock your biggest career leaps✅ Anchor your identity to transferable value, not your current title✅ Trends that last solve old problems, not new ones✅ Redefining productivity can help you sustain growth and avoid burnoutMemorable Moments:💡 “Never be satisfied with the thing you already have. It’s a launching point for what’s next.”💡 “If nobody’s asking you to do it, that’s probably where the best opportunities are hiding.”💡 “Your mission statement should survive any change in title, industry, or medium.”💡 “Things that last are things that solve old problems in better ways.”💡 “Change doesn’t mean losing your value—it’s a chance to apply it somewhere new.”Brought to you by Mekanism.
This year’s Cannes Lions Festival — the world’s biggest celebration of creativity — made headlines for all the wrong reasons. Brazilian agency DM9 was stripped of multiple awards — including a Grand Prix — after using AI to fabricate campaign case study results.Jason Harris breaks down how they pulled it off, why it’s a symptom of a bigger problem in the industry, and what Cannes is doing to prevent it from happening again. From deepfakes to fabricated results, AI is making award scams easier than ever — and the fallout could change the way we measure creative success.Key Takeaways:✅ AI has made it easier to manipulate case studies and campaign results.✅ Cannes Lions is implementing stricter AI disclosure rules and expert reviews.✅ If we can’t trust the work we celebrate, what’s the point of celebrating it?Brought to you by Mekanism.
AI isn’t just speeding up production—it’s rewriting the rules of storytelling.In this episode, Jason sits down with award-winning director and creative pioneer Jason Zada, founder of the AI-native entertainment studio Secret Level. From Elf Yourself to Take This Lollipop to an AI-generated Coca-Cola ad that sparked headlines and backlash, Zada has spent his career pushing the boundaries of how audiences engage with content.They dive into the power of participatory storytelling, what it means to build with AI from the ground up, and why creative leaders need to think less like traditional producers and more like technologists.Key Takeaways:✅ AI-native production requires a totally new mindset—not just new tools✅ Participatory storytelling builds deeper emotional connections✅ Virality often comes from imperfection, not polish✅ Creative leadership means placing long bets before the industry catches upMemorable Moments:💡 “Pre-production is the new post-production.”💡 “You can’t apply a traditional production mindset to AI. It just won’t work.”💡 “People didn’t hate the Coke ad until they found out it was AI.”💡 “The best thing about launching Secret Level? Being right.”💡 “Make something people love or hate. Anything else, why bother?”Brought to you by Mekanism.
If you're in the C-suite, it's no longer enough to delegate AI experimentation to mid-level staff. In this Soul & Science mini, we unpack three smart, actionable ways senior leaders can stay sharp in the age of AI—from reverse mentorship to hands-on sprints to rewarding the AI-forward thinkers in your org.This is your leadership playbook for getting off the sidelines and into the AI sandbox.✅ Key Takeaways:Reverse mentorship helps leaders learn directly from internal AI experts.Blocking time for AI experimentation keeps the C-suite hands-on and informed.Rewarding innovation signals that AI curiosity is a company value.Brought to you by Mekanism.
How do you take a hospital’s 150th birthday and make it feel like a city-wide celebration instead of just a line in a press release?In this episode, Jason sits down with Kate Torrance, VP and Head of Brand at SickKids, and Josh Budd, Chief Creative Officer at Citizen Relations, to unpack one of the boldest healthcare campaigns in recent memory. They share how SickKids transformed a milestone into a powerful storytelling opportunity through creative risk-taking, clear brand strategy, and a true partnership between client and agency. From crafting 150 stories of impact to launching a hot air balloon over downtown Toronto, Kate and Josh walk through the creative decisions that made it all possible.Key Takeaways:✅ Strong partnerships start with trust, not briefs✅ Simple ideas, like balloons, can carry powerful stories✅ Emotional impact comes from authenticity, not pity✅ The best ideas come from looking inward, not just at competitorsMemorable Moments:💡 “It’s not a birthday without balloons.”💡 “Some days you wake up with a shovel, some days with a spoon.”💡 “If it triggers you, it might mean it’s powerful.”💡 “We didn’t just bring an idea. We brought a partnership.”💡 “You can break convention if the story is real.”Brought to you by Mekanism.
As brands across the country scale back or scrap their DEI initiatives, it’s time to ask: what happened to the values they claimed to stand for? In this short solo episode, we examine the wave of corporate rollbacks on diversity, equity, and inclusion—from Target and Amazon to McDonald’s and Coca-Cola—and what these choices say about brand integrity.We’ll dig into:Why DEI isn’t a “nice-to-have,” but a business imperativeThe backlash companies like Target are facing from consumers and investors alikeHow younger, more diverse audiences are demanding more from brandsWhy retreating from DEI can cost you both brand equity and customer loyaltyBrought to you by Mekanism.
He built Thrillist. He bet on media. Now Ben Lerer is navigating a world obsessed with AI.In this episode, Jason sits down with Ben Lerer, co-founder of Thrillist, creator of Group Nine Media, and now Managing Partner at Lerer Hippeau. They talk about the shifting tides of media, tech, and early-stage investing. From building one of the first great digital brands to navigating the rise of creators, platforms, and AI, Ben shares hard-earned insights on what it takes to survive—and thrive—through disruption.Key Takeaways:✅ Media brands chased scale, but the platforms took the audience (and the money)✅ In today’s startup world, no AI in the pitch means something’s off✅ Cost-cutting kills companies; real growth comes from bold bets✅ Great founders—not trends—should guide where you investMemorable Moments:💡 “The winners weren’t the publishers—it was the pipes.”💡 “We almost named it Ape Alert. That would’ve been a disaster.”💡 “If I need a calendar reminder to make a decision, it’s a no.”💡 “We believe founders are smarter than us. If we’re around great talent, we’ll end up in interesting markets.”Brought to you by Mekanism.
Launching a new product is never easy. But doing it during economic uncertainty? That’s a whole different challenge.In this mini episode, we explore how today’s shifting landscape—from tariffs to market instability—requires a smarter, more agile approach.Jason shares three core principles that can help entrepreneurs and innovators not just survive, but thrive during turbulent times. Key Takeaways:Agility beats the grand revealFocus on value without slashing pricesHarness power of community and brand trustBrought to you by Mekanism.
Not every brand explodes. Some rise slowly, and win big.In this episode, Jason talks with Nicholas Karrat, CMO of StockX, about the Soul & Science of marketplace models—and what it takes to build brand trust, cultural relevance, and business performance at the same time. A veteran marketer with experience across Fortune 100 companies and DTC startups, Nick has held leadership roles at AT&T, Citibank, Plated, Boll & Branch, and Tommy John. Now at the helm of marketing for StockX, he’s focused on staying true to the brand’s core while expanding its reach.Key Takeaways:✅ Every channel is both brand and performance—the only difference is timing.✅ Scarcity still drives urgency, but discovery starts earlier than ever.✅ Trust and authentic storytelling beat polish when you’re building for the culture.✅ For trend-driven products, TikTok fuels demand in real time.✅ Great CMOs trust their instincts and adapt with the people on their team.Memorable Moments:💡 “Everything we do is brand and everything we do is performance, whether you like it or not.”💡 “Now you know” isn’t just a tagline. It’s how culture spreads.💡 “People and vision beat category and paycheck. Every time.”Brought to you by Mekanism.
🐶 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.
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 partnershipMemorable 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.
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.
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 consumersMemorable 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.
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 usersMemorable 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.
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.
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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