Backcountry Marketing

Port Side
  • 5.0 (67)
  • MARKETING
  • UPDATED SEMIMONTHLY

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. Are Brand Impressions Irrelevant?

    13H AGO

    Are Brand Impressions Irrelevant?

    Episode Description In this episode, host Cole Heilborn sits down with Ryan Watson, CMO and COO at MTNTOUGH Fitness Labs, to unpack a hot take that should make every outdoor marketer pause: brand marketing for the sake of impressions is dead. Ryan breaks down why measurement has changed the game, why "one big campaign, one big message" is an outdated operating system, and how the best brands are blending performance rigor with brand-level creativity. We also go deep on community as the next frontier of differentiation.   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  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?  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.

    50 min
  2. Navigating Change: Chris Burkard on Creativity, Risk, and Authenticity

    FEB 4

    Navigating Change: Chris Burkard on Creativity, Risk, and Authenticity

    In this episode (initially aired on June 18th, 2025), Cole sits down with Chris Burkard—photographer, creative director, adventurer, and storyteller. Chris shares his unique perspective on navigating the constant changes shaping the outdoor industry, creativity, and marketing.  They dive deep into the evolving role of creatives in a constantly changing outdoor industry. From the blurred lines between artistry and strategy to the challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive career and unique perspectives on storytelling, marketing, and brand-building.   This is part one of a two-part series featuring Chris. If you have a question for Chris on part 2 let us know.   Key Takeaways The role of creatives is changing The path to success for a piece of creative has changed over the last 15 years Many brands are asking creatives to provide directions to a destination that doesn't exist. The balance between creative risk and data-backed decision-making Opportunities for creatives and feedback   Enjoy this episode and discover other resources below: ‍ 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.

    54 min
  3. Why "Brand" Has Lost Its Meaning

    JAN 21

    Why "Brand" Has Lost Its Meaning

    Every company has a brand, but very few have built one intentionally or with differentiation. We use the word "brand" interchangeably with "company," when in reality most companies have never done the work required to intentionally shape what their brand stands for. In this episode, I sit down with Marc Peruzzi, Creative Director at Cache Seven, to unpack one of the most misunderstood ideas in outdoor marketing: the difference between a company and a brand. Marc shares why so many outdoor companies lose relevance when they chase "brand building" instead of grounding themselves in real people, real places, and real stories. We talk about authenticity, storytelling, influencer marketing, and why honesty consistently outperforms hype in the outdoor industry. This conversation is a reminder that brand is not something you manufacture. It is something that emerges when a company knows who it is and who it serves.   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.    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?  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.

    31 min
  4. Brand Marketing is a Comfortable Lie Without Product Marketing

    JAN 7

    Brand Marketing is a Comfortable Lie Without Product Marketing

    Does the outdoor industry overindex on brand? Alex Maier, President of OnWater, joins the show to challenge one of the outdoor industry's biggest assumptions: that brand marketing alone drives growth. Drawing from his experience in SaaS and outdoor, Alex breaks down why product marketing is the missing link for many brands, how listening to customers actually fuels innovation, and what outdoor companies can learn from software when it comes to adoption, retention, and trust. We unpack the difference between brand and product marketing, why emotion still matters in utility-driven storytelling, and how ignoring customer pain points leads to "zombie brands."     About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.    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?  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.

    52 min
  5. 2025, The Year that Almost Broke Us

    12/17/2025

    2025, The Year that Almost Broke Us

    2025, almost broke Port Side as a company. But we've grown, grown some more and have rebuilt the business from the ground up. In this episode, Cole shares a raw behind the scenes look at year and the role that the podcast has played in allowing us to come back stronger.  Thank you for supporting us! About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  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?  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.

    9 min
  6. Get Lazy, Get Dropped: Inside SATISFY's Brand + Content Strategy

    12/03/2025

    Get Lazy, Get Dropped: Inside SATISFY's Brand + Content Strategy

    Daniel Groh, Chief Brand Officer at SATISFY, breaks down how the brand builds an emotion-first running world that turns casual observers into true fans. He explains why Satisfy treats people as guests, not customers, and how speaking to "people who run" opens the door to more honest, human storytelling. Daniel shares how they use emotional athlete content, localized community runs, and shock-and-awe moments at events like UTMB and Cocodona to create loyalty in a world where loyalty is fragile. He also unpacks their 80/20 creative approach, content "drips and drops," and why the moment a brand gets lazy, whether in product, content, or experiences, its audience will drop them. About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  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?  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.

    1 hr
  7. Why Brand Belongs in Product Development

    11/19/2025

    Why Brand Belongs in Product Development

    Shelby Rossi, global brand manager for goggles and helmets at Oakley, digs into what happens when brand and marketing plug into the product development process from day one. Using WTR ICON, Oakley's new surf helmet, as a case study, Shelby explains how a cross-functional "task force" of R&D, UX, product, sports marketing, and brand broke down silos, validated a real consumer problem, and reshaped how Oakley brings innovation to market.  About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  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?  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.

    50 min
  8. Creatives Aren't Commodities: Red Bull's Chris Whitten

    11/05/2025

    Creatives Aren't Commodities: Red Bull's Chris Whitten

    In this episode, Cole sits down with Chris Whitten, Senior Production Manager at Red Bull, to unpack what separates irreplaceable creatives from the rest. Chris shares lessons from his journey through agency and brand-side production, spanning roles at Saatchi & Saatchi and now Red Bull, and offers candid advice for photographers, filmmakers, and producers who want to build long-term client relationships. The episode explores how mindset impacts success, why outreach is a creative act, and how to stay top-of-mind in an oversaturated industry. Chris shares practical frameworks for follow-up, positioning, and pitching that make hiring you a no-brainer rather than a gamble. About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  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?  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.

    1h 1m
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5
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67 Ratings

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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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