Soul & Science: Fast Forward Your Marketing Mind

A few weeks ago the Soul & Science podcast won three Signal Awards. And two of those awards were for this episode featuring Andy Pearson, the VP of Creative at the water brand Liquid Death that we first aired last year. Shoestring marketing budgets are common at startups and create an environment of innovation. Andy jokes he was given a $0 initial ad budget to launch. He knew the name, along with the arresting skull-festooned cans, would have to do most of the talking. When the marketing money began to flow, Liquid Death bought Tony Hawk’s blood and his soul (and maybe yours) online. In this episode, Pearson, an ultra-marathoner and ad agency veteran, explains his process, where he takes a favorite playlist, and pen to paper to grasp an idea, which grow more on creativity than money. In this episode you’ll learn: If your 6th grade teacher says advertising is evil, it must be good. To trust your own sensibilities to know the right answer. The more you do, the more confident you’ll feel. A brand is a character, the protagonist of your business. Everybody takes everything so seriously, the moment you don't, you stand out. Brought to you by Mekanism.

Today, I’m speaking with John Sullivan. He’s the Senior Vice President of Marketing at WHOOP, which is a wearable fitness tracker with a devoted fan base and an impressive list of celebrity ambassadors. John is a proponent of brand durability and he has helped re-center WHOOP from a niche software utilized by sports organizations like the New York Yankees to a wildly popular personal performance coach that you wear on your wrist. He joined me LIVE at Advertising Week New York to talk about how to build a durable brand and today, we’re sharing that conversation with all of you, our podcast listeners. On today’s episode you’ll learn: What two pillars constitute a “durable brand” How storytelling can help sell a product that you don’t always see How WHOOP is incorporating AI into their user experience Brought to you by Mekanism.

Today on the show, I’m speaking with Douglas Martin, Chief Brand and Disruptive Growth Officer at General Mills.As his title suggests, Doug is a disruptive marketer and brand growth champion with over 22 years of experience. In his role at General Mills, he’s worked on marketing initiatives for Cheerios and Yoplait, and his experience spans across household names in addition to General Mills, with roles at Gap and Walt Disney Studios.On today’s episode you’ll learn: How a company that’s not only a household name, but 167 years old – can still disrupt their categories. What makes an idea not only great, but scalable as a $50 million business idea. The value of good old fashioned pen and paper when framing and solving big picture problems. There’s no company so big that it shouldn’t keep finding new opportunities for growth. Brought to you by Mekanism.

Today on the show, I’m talking with Andrew Myerson and Julie Anne Kelly, Co-founders of Haymakers for Hope.In 2009, Andrew and Julie participated in the New York City Golden Gloves. They decided that competing against the city’s best boxers wasn’t enough, and decided to raise money for cancer research. This planted the seeds for Haymakers for Hope. Today, their non-profit gives everyday people the once-in-a-lifetime opportunity to compete in their first sanctioned boxing event. The experience is impactful, challenging, and life-changing, and the march towards a cure will continue long after the last match of the night. Julie is a cancer survivor herself and Andrew is an expert businessman, with an MBA from the Sloan School of Management at MIT and experience working for Goldman Sachs.Through Haymakers for Hope, Andrew & Julie are helping to connect communities, local businesses and boxing fans together against a common cause.On today’s episode you’ll learn: Mental stamina is just as powerful as physical stamina, and this is true in the boxing ring and in the boardroom. Make the most of your complementary business styles when running a company in a partnership Marketing a non-profit is as complex, if not more so, than any for-profit enterprise Brought to you by Mekanism.

Today on the show, I’m talking with Heidi Andersen, Chief Revenue and Marketing Officer at Nextdoor. Heidi is a corporate athlete with two decades of Business Leadership. She is Nextdoor’s CMO and CRO, where she oversees the global revenue team, revenue streams, and marketing. On today’s episode you’ll learn: Service is a powerful business style Do the right things for the right reasons Observe and then solve Brought to you by Mekanism.

Today on the show, I’m talking with Ben Mand. He’s the CEO of Harmless Harvest, a pioneer in U.S. refrigerated premium coconut water and plant-based dairy products. And if you’ve had Harmless Harvest’s coconut water, you know it’s the best. Since joining the company as CEO in 2018, Ben has expanded the brand beyond coconut water, more than doubled its business, and radically streamlined its supply chain. In today’s episode, you’ll learn: How Ben uses solution-based thinking to help his team run efficientlyHow to build up a brand as a multidimensional persona that meets people where they areThe number one rule when it comes to impact marketing? You’ve got to have a great productBrought to you by Mekanism.

Today on the show, I’m talking with Brittany Lo, Founder and CEO of Beia Beauty, a premium skincare brand that brings skincare and sexual wellness together in a new and luxurious way. Before founding Beia, Brittany’s NYC-based bridal beauty experience was featured in People Magazine, The New York Times, The Knot, BRIDES and more. In today’s episode, you’ll learn: There’s a huge value in surrounding yourself with a great support team of like minded individuals. Living authentically draws more of the people and opportunities that align with your values and goals. You can find power in surprising places. Case in point: naivety. Brought to you by Mekanism.

This week, for our 50th episode, we’re doing something a little different. We're joined by the US Special Correspondent for BBC Studios Katty Kay to discuss power and the joy and fulfillment we can all find when we make an impact. Katty is an award-winning journalist and the co-author of several New York Times bestselling books including The Confidence Code, and most recently, The Power Code. In today’s episode, you’ll learn: Women’s instincts have a special kind of power. Katty argues that women's inherent qualities, such as empathy, collaboration, and emotional intelligence, are assets that can revolutionize the way we approach leadership We should rethink power all together. The pandemic changed the way we think about work and flexibility, challenging the traditional definition of power. Stay optimistic. A more equitable distribution of power is possible and by fostering a mindset of optimism and possibility, we can create a future where power is a force for good. Brought to you by Mekanism.

This week, I’m joined by Jocelyn Johnson. She’s a proud Girl Scout alum and Lifetime Member and she joined Girl Scouts of the USA as CMO in 2021.Before joining Girl Scouts of the USA, Jocelyn worked at General Electric, where her focus on data-centric marketing strategies helped grow revenue from $50 million to $20 billion.In this episode, you’ll learn: The importance of being able to make a quick decision when needed, coupled with an ability to pivot just as quickly The powerful filter that values provide to an organization when it comes to balancing data and instinct A great mantra to live by courtesy of Jocelyn’s mom and dad: Learn, Earn, Return Brought to you by Mekanism.

Creating a tech device specifically designed for older adults might seem like a tough sell. But having the right approach and a great spokesperson makes all the difference. This week, I’m speaking with Dan Josebachvili. He’s the Founder and CEO of Silvertree, which makes a safety wearable for older adults. Dan was part of the founding team at Urban Escapes, an adventure-travel company which was eventually acquired by LivingSocial. After that, he spent a few years developing strategic partnerships for ad-tech giant, Epsilon, got a graduate degree, and worked with ZX Ventures, the venture capital arm of Anheuser-Busch, where he led the deal on the acquisition of Cutwater Spirits.In this episode you’ll learn: The key to marketing a tech device to an often tech-averse demographic The opportunities for growth within the Boomer Plus generation and how disruptive innovation makes it possible Don’t settle for what you have. The journey is never over and Dan has a great mantra to help us keep it in mind. Brought to you by Mekanism.