Backcountry Marketing

Port Side
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Go behind-the-scenes with outdoor industry experts as they break down what it takes to produce creative work that works. Produced by: Port Side

  1. Marketing Sucks | Andy Pearson from Liquid Death

    1 day ago

    Marketing Sucks | Andy Pearson from Liquid Death

    Andy Pearson, VP of Creative at Liquid Death, explains why brands should stop thinking like advertisers and start thinking like entertainers. We dive into how Liquid Death built one of the largest organic audiences without relying on paid media, why humor is an underrated marketing tool, and why the best brands behave more like memorable characters than carefully managed style guides. We also pressure test some of the ideas behind The Relevance Project, discussing audience building, paid media, share of voice, and why Liquid Death doesn't have a brand book.     About: This podcast is produced by Port Side, a content strategy + production studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Relevance Project | We're building three brands in public. Follow along Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  LinkedIn | Connect with Cole Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.

    1hr 5min
  2. 15 Brands Have Applied | The Relevance Project

    17 Jun

    15 Brands Have Applied | The Relevance Project

    The Relevance Project is underway! 15 brands have applied to be considered. If you want to apply, reach out to us and submit your application by June 26th.    About: This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.

    8 min
  3. Let's Build in Public | The Organic Content Experiment

    10 Jun

    Let's Build in Public | The Organic Content Experiment

    In this solo episode, Cole shares why he believes many outdoor brands already possess something unique beneath the surface, but struggle to translate that uniqueness into content that earns attention, builds an audience, and drives business results. Cole also announces a public experiment: We're looking for one outdoor brand willing to partner with Port Side to test these ideas in real time. Together, we'll document the process, share the wins and failures publicly, and explore what it actually takes to build relevance and an audience through organic content.   About: This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.

    5 min
  4. Why Outdoor Brands Still Get Social Wrong | Former Head of Social at Columbia

    1 Jun

    Why Outdoor Brands Still Get Social Wrong | Former Head of Social at Columbia

    Laura Jastram-Wrend joins Cole live at the HikeExpo to discuss what most outdoor brands are still getting wrong about the power of social.  Laura breaks down why social should no longer be treated like an afterthought, how creator ecosystems outperform one-off influencer activations, and why "edutainment" is the new standard for outdoor content.  About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.

    42 min
  5. Save $10,000 a Month With Organic

    20 May

    Save $10,000 a Month With Organic

    Cole hit the floor at the HikeExpo to interview founders about the reality of running social at a small brand. Is there an alternative to spending $10,000 a month on paid ads in a small business where cash flow is critical?

    7 min
  6. Brand Is Social, Social Is Brand: How Outdoor Brands Can Rethink Social Media

    29 Apr

    Brand Is Social, Social Is Brand: How Outdoor Brands Can Rethink Social Media

    Maren Hamilton, former Head of Social at The North Face and current Director of Global Brand and Community at popFly. We break down her core thesis: brand is social and social is brand. Maren shares why brands must stop treating social as a downstream channel, how to bring social thinking upstream into campaign planning and what it takes to build a social-first brand.    About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.    Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show?  Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Patreon | Want to support us financially?

    1hr 22min
  7. Resilient Brands Build Audiences

    15 Apr

    Resilient Brands Build Audiences

    Resilient businesses are built by building an audience. In this solo episode, Cole Heilborn challenges the assumption that people inherently care about brand campaigns, product launches, or high-production content, and instead argues that attention must be earned through relevance and value over time. Drawing from recent conversations, industry observations, and Port Side's own projects, Cole breaks down the growing disconnect between how brands produce content and how audiences actually consume it. While many brands continue to rely on intermittent campaign cycles, the most durable brands are consistently investing in content that serves, entertains, or resonates with their audience. About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.

    12 min
  8. How DECKED Is Trying To Balance Brand and Performance

    1 Apr

    How DECKED Is Trying To Balance Brand and Performance

    In this episode, Greg Randolph, VP of Marketing at DECKED, and Bridget Noonan, Senior Brand Director at DECKED, break down one of the biggest tensions in modern marketing: brand vs performance. We talk about the rise of performance marketing, why it worked so well for so long, and why many brands are now hitting a ceiling. Greg and Bridget share how DECKED is thinking about long-term growth, what it actually means to invest in brand, and why community, storytelling, and customer connection are becoming more important than ever. We also get into the risks of over-relying on paid channels, how to think about creative and frequency, and finding a balance between brand and performance marketing   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here.

    1hr 1min
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Go behind-the-scenes with outdoor industry experts as they break down what it takes to produce creative work that works. Produced by: Port Side

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