Backcountry Marketing

In this episode, I'm joined by Dillon Snyder , Creative Director at Vail Resorts. Dillon makes the case that much of today's marketing output has become the equivalent of "yellow page ads."   We unpack why so much creative feels homogenized, how overemphasis on bottom-funnel tactics hurts long-term brand health, and why simplicity is often harder than complexity. Dillon also shares his vision for...

What happens when a legacy brand decides to go back to its roots while completely reimagining what it stands for? Mike Donnelly , VP of Marketing, at Superfeet shares the behind-the-scenes process of repositioning Superfeet from a product people don't see to a brand people feel.   We talk about why "Performance Amplified" became the rallying cry, how to build emotional resonance around an invisibl...

Is there a simple question to understand the ROI of branded content? Cole reflects on his takeaways from a panel discussion he hosted, the value of brand investments, knowing your audience, long form vs short form, and an update to the rebrand of Port Side About: This podcast is produced by Port Side , a creative production studio. We help brands that move, create strategy-led, emotionally charged...

In this episode, I'm joined by Michael Minter , VP of Brand at Sorel , who shares a candid, behind-the-scenes look at the brand's reawakening. Sorel has been everything from a Canadian work boot to a fashion-forward winter staple, and now it's entering a bold new chapter. We discuss what it takes to bring a heritage brand into the future, how to balance instinct and insight in a data-driven world,...

In this episode, MJ Carroll , Brand Director at HEST, unpacks the tension every marketer faces: How much control do you keep, and how much do you let your community shape your brand? We dive into what happens when you hand over creative control, why tension between brand and performance is healthy, and how HEST has built a passionate community by focusing on comfort, connection, and consistency. M...

In this follow-up conversation with Chris Burkard , we dive deep into what it really means to take creative risks. Chris shares why physical danger is easier to stomach than financial risk and why most outdoor marketing content falls flat emotionally. We also field audience questions from part one , covering pitching branded projects, giving feedback, the role of feeling in advertising, and the ev...

Cole shares a personal reflection on the state of brand content today and why so much of it is falling short. This episode challenges brands, especially mid-size outdoor companies, to rethink how they approach content creation. Why bother doing it if it's not driving results? Cole makes the case for content that's built to solve problems, drive value, and show up creatively in a noisy world. He al...

If you're building a brand from the ground up, where should you actually spend your time and money? Nic De Castro , founder and CEO of LandTrust , joins us to explore this question through the lens of an outdoor startup that's grown by leading with trust, storytelling, and real-world value. We dive into why early-stage brands often misplace their marketing bets, how to approach content when budget...

In this episode, Bronwen Foster-Butler , CMO at Finisterre , breaks down how the brand is growing without compromising its identity. We talk about their North American expansion, the tension between polished production and platform-native content, and why user-generated stories often outperform high-budget ads. Bronwen also shares how Finisterre uses a fictional "brand muse" to guide creative deci...

According to a study by Lions, only 13% of brands are "risk friendly." Cole unpacks this study, its implications, the future, and ways to make calculated risks. The outdoor industry, though commendable for its investment in branded content, suffers from a lack of creative risk, especially in an economic headwind - yet the data doesn't lie. It's actually riskier not to take creative risks.   About:...

In this episode, Cole Heilborn sits down with Mike Lewis , the VP of Marketing and DTC at Bison Coolers, to discuss how a small outdoor brand found itself featured in a Super Bowl commercial without paying a dime. Mike walks us through how Google handpicked Bison Coolers to represent Texas in its nationwide Gemini campaign, why their family-run story resonated, and how the experience has transform...

Most outdoor brands are creating content, but few are creating content that is emotionally resonant and strategically effective. In this solo episode, Cole reflects on why so many brands are falling short of their creative potential,  provides a real life example of how The Backcountry Marketing Filter works, and expands on why Port Side had to evolve.  This podcast is produced by Port Side , a cr...

In this episode, Cole Heilborn sits down with Massimo Alpian , the Global Director of Communications at Tracksmith , to explore the evolving challenges of brand storytelling in today's fast-paced digital landscape. They dive into the creative philosophy behind Tracksmith's most successful campaigns, including the "Year of the Amateur" and "Church of the Long Run," and discuss the brand's unique ap...

Every person who watches your content is silently asking the same question: "Why should I care?" And if your brand doesn't answer that clearly and quickly, the message won't land, no matter how beautiful the visuals are. In this solo episode, Cole unpacks why this question is the real test of whether content works. Drawing from hundreds of interviews with outdoor marketing leaders, he shares commo...

If you're a creative, marketer, or brand strategist, you've probably felt the frustration of working on campaigns that lack clear direction. Maybe you've been handed a brief and thought, This doesn't feel right, but you weren't given the space to challenge it. Or maybe you've seen brands struggle to stand out because they're stuck following trends instead of creating something original. In this ep...

In today's episode, Cole pulls back the curtain on Port Side's next evolution and reveals a powerful new tool for outdoor marketers. The Backcountry Marketing Filter is a living database built from over 250 insights shared by the brightest minds in the outdoor industry—leaders who've mastered the art of creating strategic, emotional, and effective video content. This isn't just a resource. It's th...

In this episode, Cole Heilborn sits down with Charlie Grinnell , the co-founder and CEO of RightMetric , to unpack the changing landscape of audience behavior, content strategy, and digital marketing. Charlie shares why outdoor brands aren't just competing with each other—they're competing with Netflix, TikTok, and everything else that demands attention. He explains why understanding audience beha...

In this episode, we sit down with Myles McCutcheon, Director of Content for the Vancouver Canucks, to explore the fascinating parallels between professional sports and the outdoor industry. Myles shares insights on audience engagement, the importance of authenticity, and how sports teams operate like content powerhouses. We discuss the differences in content strategy, the role of athletes versus c...

In this episode, Cole sits down with Chris Pew , the CEO and co-founder of TREW , to explore the pressing challenges brands face in standing out in 2024. They dive into the creative heartbeat of the outdoor industry, discussing TREW's "TREW To You Film" contest—a celebration of community-driven storytelling, self-expression, and creativity. Chris shares how TREW is fostering deeper connections wit...

This past year has been a year of reflection.   In this solo episode, I share an update about the future of the podcast. As Port Side approaches its 10-year milestone, I reflect on key lessons learned and announce a new, more focused direction for the show. After nearly 200 episodes and years of conversations with marketing leaders, I've come to realize that both Port Side Productions and this pod...

In this episode, Cole sits down with Robin Thurston , CEO and founder of Outside Interactive, to discuss the importance of inspiring people to engage with the outdoors. They explore the cycle of inspiration, activation, and celebration, emphasizing the role of storytelling and user-generated content in motivating outdoor activities. Robin shares insights on the challenges posed by content overload...

In this episode, 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 cha...

In this episode, Cole sits down with Kyle Pusateri , Lead Producer at Garmin, to unpack the intricate world of production. Kyle shares insights from his journey through account management to becoming a producer, providing a unique glimpse into Garmin's creative ecosystem. From managing large-scale productions to collaborating with internal and external teams, Kyle reveals how to balance efficiency...

In this episode, Cole talks with Kate West , the director and producer of Huckberry Presents, to discuss the DIRT series. They explore the evolution of episodic content, the importance of understanding the audience, and the unique point of view that Huckberry brings to the outdoor industry. Kate shares insights on building trust and community, the significance of authentic storytelling, and the ha...

In this Fireside episode, Cole reflects on the challenges and opportunities within the outdoor industry, particularly focusing on the importance of brand storytelling in a competitive landscape dominated by major streaming platforms. He emphasizes the limited time consumers have to engage with brands and the necessity for compelling content that resonates with audiences. Cole encourages brands to...