What if happiness is the most powerful brand strategy no one’s paying attention to? Mark Lester, Co-Founder and CSO at Squint, joins us to talk about how brands can drive massive impact, not by leaning harder into industry claims or trend forecasts, but by reconnecting with something far more fundamental: joy. From reimagining Ollipop as a “happiness drink” to rebuilding brand trust one hike at a time, Mark shares how deep listening, emotional resonance, and strategic empathy can transform the way brands show up in the world.

This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.

Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.

Links and Information From the Episode Here: gravitygroup.com/podcast/the-happiness-advantage

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Chapters:

(00:00) Introduction to Mark Lester

(01:29) Mark's Journey to Launch His Own Agency, Squint

(09:11) The Unhappiness Crisis & The Happiness Advantage in Brand Strategy

(14:10) Case Study: The Success of Ollipop

(22:57) Working with Nike on Women's Sports

(26:55) The Importance of Relationships in Business

(31:17) Empathy and Listening in the Industry

(35:44) The Role of Hospitality in Branding

(40:31) Embracing Responsibility and Peak Performance

(43:04) Advice for Younger Marketers