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. MJ also shares what she’s learned about content, team dynamics, and why she believes experiential eve...
Jul 02, 2025•43 min•Season 6Ep. 209
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 evolving function of creative agencies. Chris doesn’t hold back; this episode is a masterclass on the ...
Jun 18, 2025•1 hr 25 min•Season 6Ep. 208
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 also includes a litmus test you can use to determine if your content is working as hard as it could. A...
Jun 11, 2025•6 min•Season 6Ep. 207
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 budgets are limited, and what it really means to think like a media company even if your intention isn’t t...
Jun 04, 2025•1 hr 1 min•Season 6Ep. 206
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 decisions, what they’ve learned about emotional storytelling in a data-driven world, and where she think...
May 21, 2025•57 min•Season 6Ep. 205
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: This podcast is produced by Port Side , a creative studio powered by the Backcountry Marketing Filter...
May 14, 2025•10 min•Season 6Ep. 204
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 transformed their marketing approach. From prepping for the massive wave of visibility to capitalizing on new...
May 07, 2025•47 min•Season 6Ep. 203
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 creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations...
Apr 30, 2025•14 min•Season 6Ep. 202
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 approach to fostering emotional connections with runners. Massimo shares insights into why authenticit...
Apr 23, 2025•50 min•Season 6Ep. 201
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 common pitfalls brands fall into, how to avoid them, and why answering why it matters is the creative nor...
Apr 16, 2025•8 min•Season 6Ep. 200
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 episode, Cole sits down with Matt Trappe —photographer, director, and brand strategist in the running ...
Apr 09, 2025•1 hr 1 min•Season 6Ep. 199
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 the foundation of a new approach. Port Side is no longer just a production company. We’ve become a cre...
Apr 02, 2025•12 min•Season 6Ep. 198
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 behavior is more critical than ever, how brands should rethink content effectiveness, and why data-drive...
Mar 26, 2025•1 hr 7 min•Season 6Ep. 197
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 creators, and what the outdoor world can learn from sports teams' storytelling approaches. If you're ...
Mar 12, 2025•51 min•Season 6Ep. 196
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 with its core audience through storytelling and innovative community engagement strategies. The convers...
Feb 19, 2025•39 min•Season 6Ep. 195
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 podcast’s true value lie in helping brands create content that is both emotionally compelling and strateg...
Feb 12, 2025•8 min•Season 6Ep. 194
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 and the evolving landscape of advertising, while also highlighting the need for brands to adapt to ...
Feb 05, 2025•59 min•Season 6Ep. 193
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 challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive ...
Jan 22, 2025•54 min•Season 6Ep. 192
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 and creativity to execute projects that resonate. Key Takeaways: The Importance of the First Six Se...
Jan 08, 2025•56 min•Season 6Ep. 191
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 hard work that goes into creating successful content. In this conversation, Kate discusses the intrica...
Dec 18, 2024•51 min•Season 4Ep. 190
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 rethink their strategies and invest in storytelling as a long-term approach to stand out in a crowde...
Dec 11, 2024•9 min•Season 4Ep. 190
In this episode, Cole chats with Luke Thorkildsen , COO of Weatherby, and discusses the importance of storytelling in marketing. Since 1945 the brand has been defined by its stories. Today the brand produces podcasts and films to engage a younger audience while maintaining its heritage. Luke talks about ROI, how Meta and Google's restrictions on firearm companies create freedom in marketing, and much more. Key Takeaways Authenticity is crucial for brand connection. Weatherby has a rich heritage ...
Dec 04, 2024•51 min•Season 4Ep. 188
In this episode, Cole and Steve Holmberg , a veteran of Nike and a professor of consumer research, dive into the importance of consumer research in product development and marketing, discussing how understanding consumer needs can lead to successful products. Steve shares his journey in the industry, the process of conducting effective research, and the significance of insights versus observations. The conversation also touches on innovation in the outdoor industry and the need for a consumer-fi...
Nov 20, 2024•44 min•Season 4Ep. 187
In this Fireside episode, Cole reflects on his conversation with Marc Bock from Gore-Tex. He talks about the importance of storytelling as a marketing tool, emphasizing its role in problem-solving and brand-building, how to justify ROI in storytelling projects and the significance of creating relevant content that aligns with business objectives, media channels, and audience needs. Key Takeaways Justifying ROI in brand storytelling is challenging but essential. Efficient planning of production c...
Nov 13, 2024•9 min•Season 4Ep. 186
In this episode, Cole sits down with Marc Bock , the global content leader at Gore-Tex, to discuss the intricacies of content marketing and storytelling. Marc shares insights into how Gore-Tex approaches storytelling as a tactic to support its marketing objectives, particularly in engaging younger consumers. He emphasizes the importance of understanding the target audience, building relevant content, developing stories based on business objectives, and justifying ROI in storytelling projects. Ke...
Nov 06, 2024•48 min•Season 4Ep. 185
In this episode, Cole Heilborn takes a deep dive into an approach he calls Problem-First Creative —the philosophy of prioritizing purpose over aesthetics in video production. In an industry bursting with creative options, it’s easy for filmmakers and brands alike to focus on elements like lighting, talent, and locations. But Cole argues that a more impactful approach involves beginning with a clear understanding of the why behind each project. Rather than simply creating eye-catching visuals, he...
Oct 31, 2024•7 min•Season 4Ep. 184
In this episode, Cole and Will Truettner discuss the concept of Minimal Viable Creative (MVC) and how it can be applied to creative projects. He emphasizes the importance of constraints in fostering unique ideas and the need to balance creative integrity with business goals. Through a case study that aired during the Tour De Femmes, he illustrates how understanding the audience and focusing on concept over execution can lead to impactful creative work. The discussion also touches on the creative...
Oct 23, 2024•45 min•Season 4Ep. 183
In this episode, Cole sits down with Kristin Gavin , Director of Production at Cotopaxi, to discuss the challenges and opportunities in the outdoor media landscape. Kristin shares insights on the congested nature of outdoor marketing, the importance of brand identity, and the need for innovative storytelling that resonates with consumers. The conversation highlights the significance of building connections and the future of outdoor media as brands strive to stand out in a crowded marketplace. Ke...
Oct 09, 2024•47 min•Season 4Ep. 182
In this episode of the Backcountry Marketing Podcast, Cole and Kevin Knutson discuss the evolving landscape of content marketing in the outdoor industry. They explore the tension between emotional storytelling and the demands of social media algorithms, the risk aversion of brands, and the importance of creating meaningful content that resonates with audiences. Kevin shares his journey as a creative in the outdoor space and emphasizes the need for brands to take risks and embrace their values in...
Sep 25, 2024•38 min•Season 4Ep. 181
We’re making some changes to the podcast. The world of media is changing. As I chat with other creative teams, production companies, and agencies everyone is questioning where the world of media is going in the outdoor industry. This is a topic that’s near and dear to my heart and so in this latest episode, I share some changes about what you can expect to see in the podcast lineup of guests. - Cole About the Backcountry Marketing Podcast This podcast is produced by Port Side Productions . We’re...
Sep 18, 2024•8 min•Season 4Ep. 180
