Cover of Soul & Science: Fast Forward Your Marketing Mind

Soul & Science: Fast Forward Your Marketing Mind

Soul & Science: Fast Forward Your Marketing Mind

By: Mekanism and Jason Harris
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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.2025 Mekanism Art Economics Marketing & Sales
Episodes
  • #134: Turning Cat Culture Into Brand Growth | Whisker CMO Hew Loyd

    #134: Turning Cat Culture Into Brand Growth | Whisker CMO Hew Loyd
    12 Oct 2026
    Can a robot that scoops cat litter lead a cultural movement? This week on Soul & Science, Jason Harris talks to Hew Loyd, the first-ever CMO at Whisker, about the unique challenges of joining a business at an inflection point, balancing brand purpose with commercial growth, and finding new ways to connect with consumers. From early roles at Clif Bar and Old Navy to CMO tenures at Sir Kensington’s, CookUnity, and now Whisker, Hew has built a reputation as the first marketing leader founder-led brands hire when they're ready to scale up. Hew shares why Whisker, which created its own category with the Litter-Robot 25 years ago, is now working to shape cat culture and advocate for cat owners through its “The Future Is Feline” campaign. He also explains why organic growth should be every marketer's starting point, how reframing a premium product as a household necessity can change consumer perceptions, and why great marketing means shaping the entire customer experience rather than simply communicating its benefits. Key Takeaways ✅ Marketing is only as good as the product ✅ Advocating for a category lifts up everyone in the category ✅ Great storytelling can transform everyday commodity products ✅ Marketers should shape the customer experience, not just communicate it ✅ Fix issues impacting organic growth before investing in performance marketing Memorable Moments 💡 “The future is feline, man.” 💡 “Great brands latch themselves onto movements and become their advocates.” 💡 “It's like stepping into a cult.” 💡 “We've had countless people say the Litter-Robot saved their cat’s life.” 💡 “It’s really about reframing the necessity of the item.” Brought to you by Mekanism.
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    39 min
  • #133: Marketing's Fixer | First Round President & CMO Nick Tran

    #133: Marketing's Fixer | First Round President & CMO Nick Tran
    28 Sep 2026
    How do you market a brand when everything is on fire? This week on Soul & Science, Jason Harris sits down with Nick Tran, President and CMO at First Round — the joint venture between Diageo and Main Street Advisors for spirits brands Cîroc and Lobos 1707 — to talk about his reputation as a “fixer” for brands in crisis and the importance of unlearning everything we think we know about marketing as culture and technology evolve at breakneck speed. From putting out fires at Taco Bell and Samsung to skyrocketing TikTok and Hulu into broad cultural relevance, Nick is at his best when the stakes are high and the old playbook no longer applies. Nick explains why today’s marketers need to rethink how brands earn attention, moving beyond traditional advertising to create experiences and communities people actively want to be part of. He shares how that philosophy is shaping his turnaround of Cîroc, how world-building can bring brands to life, and why creating real-life experiences is more important than ever in the post-COVID world. Plus, he tells the story of how Samsung narrowly avoided involvement with Fyre Fest and reveals his unconventional secret to solving the toughest problems: taking a nap. Key Takeaways ✅ Sometimes you can learn more from a crisis than a classroom ✅ A single great campaign isn’t enough; you need to build a brand world ✅ CMOs can’t rely on KPIs as a substitute for common sense ✅ Marketers must unlearn old approaches as the way people consume content evolves ✅ The more isolated people feel, the more valuable in-person experiences become Memorable Moments 💡"Life is a team sport, and it's best played with people." 💡"You can’t buy your way to getting attention anymore." 💡"A brand’s soul is created when someone first feels an emotional attachment to it." 💡"If Fyre Fest goes well the first year, we’ll talk next year…" 💡"The CMO’s job is more about influencing the other C-suite than actually marketing." Brought to you by Mekanism.
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    39 min
  • #132: Putting the Consumer Back in the Room | Ideally Co-Founder & CRO Joshua Nu'u-Steele

    #132: Putting the Consumer Back in the Room | Ideally Co-Founder & CRO Joshua Nu'u-Steele
    14 Sep 2026
    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.
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    36 min
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