Storytelling and Heritage: How Weatherby Engages the Next Generation
Release Date: 12/04/2024
The Art of Letting Go: Building a Brand with Your Community
Backcountry Marketing
In this episode, , 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 events still have a powerful role in brand building. About: This podcast is produced by , a creative...
info_outline
Great Creative is Risky with Chris Burkard
Backcountry Marketing
In this follow-up conversation with , 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 , 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 emotional and strategic layers of doing creative work that actually connects. About: This podcast is produced by , a...
info_outline
Why Your Content Isn't Pulling Its Weight
Backcountry Marketing
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. About: This podcast is produced by , a creative production studio. We help brands that...
info_outline
How Should Startup Brands Invest in Brand Awareness?
Backcountry Marketing
If you’re building a brand from the ground up, where should you actually spend your time and money? , founder and CEO of , 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 to become one. Nic shares the strategies LandTrust used to build brand awareness without paid ads and we discuss when...
info_outline
How Finisterre Uses a Brand Muse to Guide Creative Strategy
Backcountry Marketing
In this episode, , CMO at , 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 thinks AI fits (and doesn’t) in outdoor marketing. About: This podcast is produced by , a creative production studio. We help...
info_outline
Will Creative Risk Aversion Kill Your Brand?
Backcountry Marketing
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 , a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into...
info_outline
The Super Bowl Commercial that Didn't Cost a Dime
Backcountry Marketing
In this episode, sits down with , 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 newfound brand awareness, Mike shares the real impact of landing on one of the biggest advertising stages in the world. They...
info_outline
Most Outdoor Video Content is Forgettable
Backcountry Marketing
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 , a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy. Enjoy this...
info_outline
How Tracksmith Builds Emotional Brand Stories
Backcountry Marketing
In this episode, sits down with , the Global Director of Communications at , 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 authenticity is key in content creation, how Tracksmith balances long-form and short-form storytelling, and the complexities of measuring ROI in...
info_outline
The Simple Question That Can Make or Break Your Content
Backcountry Marketing
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 north star for any campaign. Whether you're planning a brand film, campaign, or product launch,...
info_outlineIn 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 that informs its storytelling.
-
Content creation can be done in-house for authenticity.
-
YouTube serves as an important platform for brand storytelling.
-
Timing is essential for content release to maximize impact.
About the Backcountry Marketing Podcast
If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together.
This podcast is produced by Port Side Productions. We’re a video production outfit that believes great marketing is great storytelling. If you need help bringing your next video project to life check out our website to learn more. 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.
Find Out Why | Curious why a video production company would produce a marketing podcast?