What do David Bowie lyrics, childhood memories of soda, and gut health all have in common? 

For Mark Lester, co-founder of the brand consultancy Squint, they’re part of a deeper exploration into how happiness shapes behavior and how brands can use that insight to grow.

Prior to starting squint, Mark spent 15 years in the advertising industry, sharing his talents with R/GA, McGarryBowen and Dentsu, working a wide variety of brands, including Samsung, Diageo, and Equinox, just to name a few.

In this episode, Mark shares how Squint’s “Happiness Advantage” approach to brand-building helped turn Olipop into a nearly $2 billion soda brand by leaning into emotional associations, not functional claims. 

We also discuss GenZ’s fraying relationship with sport and how an activation at the Olympics was able to help Nike reconnect with a younger generation. 

Some of my favorite aha moments from our conversation include:

• Why great brands are built on memories, not just messages
• How a hike in the Hollywood Hills with Olipop’s founder led Mark to some powerful aha moments about himself and the brand
• The consumer research findings that made “soda” a more powerful word than “tonic”
• The evolving nature of competitive sports and the opportunity to be part of the growing movement around collaborative sports
• How being an au pair in France during his gap year after college taught him some valuable life lessons
• Mark’s secret to happiness, both personally and professionally

Show Notes:

Below are links to inspiring ideas that came up during our conversation.

Books:

The Remains of the Day by Kazuo Ishiguro

Never Let me Go by Kazuo Ishiguro

Campaigns:

Dude Wipes: The Evolution of Wiping

Brands:

Nandos (UK Peri Peri Chicken Restaurant Chain)

Podcasts:

Going Cowboy and Being Bluntly Honest With Gordy Sang & Brian Siedband at Quality Meats Creative