Soul & Science: Fast Forward Your Marketing Mind

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.

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.

What do J.Crew, Tiffany & Co., and Prada all have in common? They’re falling in love with the written word. In this Soul & Science mini-episode, Jason explores fashion’s latest unexpected muse: literature. From literary salons to author collaborations, brands are embracing the written word in a digital age—and it's not just for show.Key Takeaways:✅ Fashion brands are aligning with literature to appeal to Gen Z’s love of books.✅ Literary collaborations give brands more depth, substance, and cultural cachet.✅ In a world of fleeting content, literature offers a timeless counterbalance.From “BookTok” buzz to billboards with classic quotes, Jason unpacks why the fashion world is rewriting its narrative—and what marketers can learn from it.

What do Trump’s new tariffs have to do with your brand strategy? A lot.In this Soul & Science mini-episode, Jason breaks down how the latest wave of tariffs is creating ripple effects across industries—and what it means for marketers trying to navigate a rapidly shifting economy.Key Takeaways:✅ Brands are reallocating budgets toward performance marketing as margins tighten.✅ Expect a rise in “Made in America” messaging to appeal to patriotic sentiment.✅ Companies will lean into transparency, explaining price hikes to consumers.From autos to electronics, tariffs are impacting more than just supply chains—they’re changing how we connect with customers.

Why are brands still hesitant to embrace AI in creative work—even when it delivers faster, cheaper, and often better results?In this episode, Superside co-founder & CEO Fredrik Thomassen joins Jason Harris to explore the Soul & Science of AI-powered creativity—and why the biggest barrier to AI adoption isn’t the technology, but human resistance to change.Fredrik shares how Superside is reshaping the creative industry, using AI to optimize workflows, scale production, and help brands break through the noise. He reveals the surprising ways AI outperforms human-generated creative, why the briefing process is the real bottleneck in marketing, and how companies can rethink their approach to creative strategy before they fall behind.What’s Inside:✅ The biggest misconception about AI-generated creative—and why brands still resist it.✅ How AI-powered briefing tools are solving the #1 bottleneck in creative work.✅ The Soul & Science of AI—why the real challenge isn’t tech, but trust.✅ Why brands that fail to integrate AI into their workflow will struggle to compete.Memorable Moments:💡 "People say AI can’t do strategy or taste—but the data tells a different story."💡 "If you don’t get your clients to embrace AI, you’ll be left behind."💡 "AI isn’t replacing creatives—it’s freeing them up to make better work."Brought to you by Mekanism.

CMOs have the shortest lifespan of any C-suite executive. Why?In this Soul & Science mini-episode, Jason breaks down insights from a recent Adweek article, exploring the top reasons CMOs get fired—and how they can avoid the same fate.Key Takeaways:✅ Overpromising results is the #1 reason CMOs lose their jobs.✅ Many fail to earn trust from CEOs, CFOs, and the leadership team.✅ Only 1 in 3 CEOs & CFOs feel aligned with their CMO.✅ CMOs need to “market the marketing”—internally proving their value.With CMO tenure averaging just 40 months, Jason will be focusing on learning how top CMOs gain buy-in, build trust, and prove their impact in upcoming episodes.