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Published by Mekanism and Jason Harris
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science). From legacy brands to emerging disruptors, we delve into the insights, culture, and vision behind the most successful brand stories.Soul & Science is a Mekanism podcast produced by Maggie Boles, Ryan Tillotson, and Lily Jablonski. The show is edited by Daniel Ferreira, with theme music by Kyle Merritt.Brought to you by Mekanism.
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What if consumers were always in the room when decisions get made? This week on Soul & Science, Jason Harris talks with Joshua Nu’u-Steele, co-founder and CRO at Ideally, about why traditional market research has become too slow, too expensive, and too disconnected from the pace brands need to move at today. Having built his career at Booking.com and Parkable before co-founding Ideally in 2023, Joshua has been rethinking what makes businesses thrive— and now he's applying that curiosity to research. Joshua explains how Ideally lets marketers test ideas with real consumers overnight instead of over six weeks, why synthetic audiences fall short for fast-growing organizations, and how speed lets brands push bold ideas past cautious retailers. He also shares his outlook on where research is headed next, and what it means to build a company where the consumer is always in the room. Key Takeaways ✅ Speed lets brands test ideas early enough to still shape them ✅ Synthetic audiences fall short for fast-growing organizations ✅ Consumers can’t always tell you what they want, but they can tell you what they don’t ✅ Real-time research helps brands push bold ideas forward ✅ Research is shifting from a one-time study to an always-on conversation with consumers Memorable Moments 💡 “I don’t believe ‘research’ will be a word in five years.” 💡 “Businesses don’t die by starvation; they die of indigestion.” 💡 “Consumers cannot tell you what they want.” 💡 "It's answers that arrive before a decision’s already being made." 💡 “The consumer just happens to be in the room with them.” Brought to you by Mekanism.
Want to compete with the biggest brands? Stop playing by their rules. This week on Soul & Science, Jason Harris sits down with Dave Dreyer, CMO at Bazooka Brands, to discuss balancing nostalgia with reinvention, tapping into fandom and culture, and finding creative ways to make an impact. Informed by his past roles on both the brand and agency side and his experience co-founding CPG company Starco Brands, Dave’s approach pairs big-brand creativity with an entrepreneur’s instinct for growth. Dave shares the “pirate playbook” he’s using to bring Bazooka Brands into the cultural conversation: question the conventions of the category, find opportunities the biggest competitors might overlook, and use creativity to punch above your weight. He also explains the strategic thinking behind the company’s campaigns with Ring Pop and Bazooka Joe across fashion, sports, and reality TV, and why earning attention matters more than simply accumulating impressions. Key Takeaways ✅ Disruption isn’t a formula; it’s a mentality ✅ Consistency turns moments of attention into repeat purchases ✅ You don’t need a massive budget to succeed ✅ Impact can’t always be measured by traditional marketing metrics ✅ Marketers should think of their audience as people, not just consumers Memorable Moments 💡 “It’s about impact, not impressions.” 💡 “We need to move from candy culture to cultural candy.” 💡 “It’s more fun to be the pirate than the navy.” 💡 “I knew I had something when it was worth stealing and putting on eBay.” 💡 “Every category has a set of conventions. Our job is to disrupt them.” Brought to you by Mekanism.
How well does your business really understand its customers? This week on Soul & Science, Jason Harris talks to Amanda Teder, CMO at Generac, about how consumer needs should inform business decisions, why cross-functional collaboration matters, and how marketers can have a greater impact on growth. Across roles at Procter & Gamble, Michelin, and now Generac, Amanda has built her career around simplifying complex challenges, putting the consumer at the center, and understanding how every part of the business can work together. Amanda explains how Generac balances advertising and customer experience across both industrial and residential markets, why marketing needs a voice in product decisions even when it doesn’t own them, and why brand and performance don’t have to be an either/or decision. They also discuss using AI across the four Ps, measuring marketing against revenue, and why the best strategies combine informed hypotheses with continuous testing. Key Takeaways ✅ Advertising can only work as hard as the business allows ✅ Great marketing starts with solving real customer problems ✅ The four Ps work best when they work together ✅ Long purchase cycles require consistent nurturing ✅ AI can strengthen every part of the marketing mix Memorable Moments 💡 “If the first three Ps aren’t optimized, advertising can only be so effective. 💡 “The product should solve a problem for the consumer.” 💡 “Let’s learn our way to a solution.” 💡 “I don't know where I'm going, but I know how to get there.” 💡 “You don’t have to choose between brand and performance.” Brought to you by Mekanism.
EPISODE DESCRIPTION: How do you turn a great product into a brand people love? This week on Soul & Science, Jason Harris is joined by Lauren Sherman, Chief Creative & Marketing Officer at Ruggable, for a conversation about brand transformation, understanding your consumer, and the marketing challenge of taking a business to the next level. After helping build startups like TaskRabbit and leading digital and retail at Nike, Lauren now leads both marketing and product design at Ruggable, bringing creative, innovation, and consumer insights together under one vision. Lauren shares how Ruggable is deepening brand connection by listening to its audience, why creativity should lead business transformation, and how product, design, and marketing can work together to better serve customers. They also discuss Ruggable’s latest product innovations, expanding their reach beyond Instagram, and the role AI should—and shouldn't—play in the creative process. Key Takeaways ✅ Knowing your customer makes you able to serve them ✅ Product, design, and storytelling are all essential to building brand love ✅ Creativity should lead business transformation, not follow it ✅ Brand and performance marketing are strongest when they work together ✅ AI should accelerate execution, not replace human creativity Memorable Moments 💡 “Bringing product and marketing closer is a smart business decision.” 💡 “I don't think there's a more meaningful consumer to serve than moms.” 💡 “It's marketing and creative's responsibility to tell the story of where the brand is going.” 💡 "What got us here is not going to get us there." 💡 "Start with yes." Brought to you by Mekanism.
How do you make the trip to Cannes worth it? In the final Crashing Cannes minisode, Indie at Large co-founders Chuck McBride and Bill Oberlander turn the tables and interview co-hosts Jason and Lindsay Harris about the inspiration behind Soul & Science: Crashing Cannes, how Cannes has evolved beyond an awards show, and what gives them hope about the future of the industry. Brought to you by Mekanism.
Why is now the moment for independent agencies? In this Crashing Cannes minisode in collaboration with Indie at Large, Jason and Lindsay Harris talk to Chuck McBride (Founder & CCO at Cutwater) and Bill Oberlander (Co-Founder & Creative Chair at Oberland) about why they started Indie at Large, why more creatives are launching independent agencies, and how building community among indies can help them compete on a global stage. Brought to you by Mekanism.
How can a client-agency relationship become a true creative partnership? Live from Cannes Lions in collaboration with Indie at Large, Jason and Lindsay Harris sit down with Carlo Cavallone (VP & Head of Global Creative at LEGO Agency) and Nils-Petter Lövgren (Co-Founder & CCO at Chaos x Magic) about what makes client-agency partnerships successful, why fresh perspectives matter, and how independent agencies earn trust. Brought to you by Mekanism.
Why is everyone going indie right now? In this Crashing Cannes minisode in collaboration with Indie at Large, Jason and Lindsay Harris are joined by Matt Miller (President & CEO at AICP) and Kevin Swanepoel (Co-Founder & CEO at The One Club for Creativity) to discuss why independent agencies punch above their weight, how AI is reshaping creative work, and why agencies that embrace change will be the ones that thrive. Brought to you by Mekanism.
Most brands that think they’re driving culture are really just borrowing from it. In this Crashing Cannes minisode in collaboration with Indie at Large, Jason and Lindsay Harris talk to Kai Devereaux Lawson (co-founder & CEO at Valerie) and Dr. Charlene Thomas (SVP of Marketing at Def Jam Recordings) about the role of culture in modern marketing, how indies are able to move faster and better understand nuance, and what marketers can learn from the music industry about building cultural relevance. Brought to you by Mekanism.
What gives independent agencies their edge? In collaboration with Indie at Large at Cannes Lion, Jason and Lindsay Harris sit down with Tom Morrissy (Chief Growth Officer at Noble People) and Matt Weiss (founder at SoulPurpose Advisory) to discuss what independent agencies can do that holding company-owned agencies can’t, why saying "no" is a growth strategy, and why solving problems is more important than selling services. Brought to you by Mekanism.
Who isn't your brand reaching? In this minisode from Cannes Lions, Jason and Lindsay Harris are joined by SeeMe Index CEO and co-founder Asha Shivaji to discuss how her company uses AI to help brands identify overlooked audiences, how inclusion and representation can help brands grow, and why she took a leap of faith and started her own company. Brought to you by Mekanism.
The smallest consumer insight can lead to a breakthrough campaign. Live from Cannes Lion, Jason and Lindsay Harris speak with Match Group Head of Media Vicki Shapiro about turning user insights into brand collaborations, how dating apps are adapting to changes in dating habits, and why staying curious is the best way to stay relevant. Brought to you by Mekanism.
“Overnight success” is usually years in the making. In this minisode live from Cannes Lion, Jason and Lindsay Harris are joined by Breaking & Entering founders Jack Westerkamp and Geno Schellenberger to discuss building a media company from scratch, how they got their live show up and running, and their interest in the people behind the ads. Brought to you by Mekanism.
Want a reporter’s attention? Don’t start with a pitch—start with a conversation. Live from Cannes Lions, Jason and Lindsay Harris talk to Ad Age Senior Reporter Brian Bonilla about the biggest stories from Cannes, best practices for approaching journalists, and why a little discomfort is essential to achieving your full potential. Brought to you by Mekanism.
Can marketing actually make a difference? In this Crashing Cannes minisode, Jason and Lindsay Harris catch up with Ad Council Chief Campaign and Program Officer Heidi Arthur about ideas that change behavior, why the messenger is just as important as the message, and how her optimistic outlook has guided her work through global crises and major cultural shifts. Brought to you by Mekanism.
Great marketing doesn’t just capture your attention—it makes you want to do something. In this minisode from Cannes Lions, Jason and Lindsay Harris are joined by Sophie Kelly, SVP of Global Tequila and Mezcal at Diageo, to discuss the ideas that move people to action, the importance of taking risks in marketing, and her biggest takeaways from judging Cannes this year. Brought to you by Mekanism.
Fandoms aren’t target audiences—they’re dynamic cultural communities. In the third installment of “Crashing Cannes,” recorded live from Cannes Lions, Jason and Lindsay Harris talk to Kay Hsu, Head of Global Creative Lab at Spotify, about understanding your audience, building experiences fans actually value, and how following her mom’s advice to “burn the bridge” has kept her constantly moving forward. Brought to you by Mekanism.
Cannes isn't just about parties and awards—it’s about the people. In this minisode recorded live from Cannes Lions, Jason and Lindsay Harris chat with Advertising Week Global President Ruth Mortimer about ideas that make an impact, the real value of networking, and the leadership philosophy she brings back from Cannes every year. Brought to you by Mekanism.
Jenny Rooney has been coming to Cannes for 13 years, but she’s never seen it this intense. In this minisode live from Cannes Lions, Jason and Lindsay Harris catch up with Adweek Chief Brand and Community Officer Jenny Rooney to discuss the power of community building, the distinction between advertising and marketing, and the “work hard, play hard” ethos that has guided her since college. Brought to you by Mekanism.
How do you build customer loyalty when switching brands is easier than ever? This week on Soul & Science, Jason Harris talks to Wendy Bergh, CMO of Rakuten Rewards, about the changing nature of customer loyalty and why today's marketing leaders need to think beyond campaigns and creative. With experience spanning marketing, operations, and merchandising at brands like Zoom and Walmart, Wendy brings a uniquely cross-functional perspective to brand building. Wendy shares how Rakuten navigates the needs of its shoppers as well as its merchant brands, how AI is reshaping everything from product experience to customer discovery, and why the best CMOs think like a general manager. Key Takeaways ✅ Trust is the foundation of a successful marketplace ✅ Emotional connection makes loyalty programs stand out ✅ AI use should prioritize business impact, not usage metrics ✅ AEO is the new SEO ✅ Modern CMOs need to think like GMs Memorable Moments 💡 “Data beats opinions.” 💡 “Marketing isn't just about creative and media anymore.” 💡 “Every interaction is a moment of re-qualifying loyalty.” 💡 “It’s not about keywords anymore; it’s about prompts.” 💡 “Trust is the number one thing brands need with customers.” Brought to you by Mekanism.
Ranking source
Apple Podcasts rankings via the Mato Topic Intelligence Platform.
Observed September 12, 2026. Cached outside the daily freshness window; the positions keep the date they were taken on.
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