How to Be Creative
Backcountry Marketing
Ready to jump start your creativity? Cole Heilborn breaks down Port Side’s playbook for developing ideas that work in the wild. From setting guardrails and asking “why” three times, to building a culture of candor and using constraints, music, boredom, and flow to unlock divergent thinking, this solo episode is for marketers and creatives who want to ship better work, not just talk about it. About: This podcast is produced by , a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and...
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Your Audience is Tired
Backcountry Marketing
In this solo episode, unpacks the reality of digital fatigue and what it means for marketers. With endless competition for attention, from Netflix to Reddit to YouTube, your audience is already exhausted. They don’t want to be disrupted. They want content that feels valuable, entertaining, and emotionally resonant. Cole challenges brands to stop creating just to “show up” and start designing campaigns that genuinely add something to people’s lives. About: This podcast is produced by , a creative production studio. We help brands that move, create strategy-led, emotionally...
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Hitting the Reset Button on Creative with Vail Resorts’ Dillon Snyder
Backcountry Marketing
In this episode, I’m joined by , 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 a “reset button” on creative: more collaboration between creatives and marketers, less energy on commoditized tactics, and a greater willingness to take risks that actually give audiences a reason...
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Why Superfeet Rebuilt Their Brand Around Emotion
Backcountry Marketing
What happens when a legacy brand decides to go back to its roots while completely reimagining what it stands for? , 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 invisible product, and the surprising lessons they learned when media and consumers didn’t react the way they expected. About: This podcast is produced by , a creative production studio. We help brands...
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One Question That Could Justify the ROI of Branded Video Content
Backcountry Marketing
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 , a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below: | Want 20 of our favorite insights shared on the show? | Here's our curated list of recommended books over the years. | Join the...
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The Worst Mistake a Brand Can Make | Inside Sorel’s Re-Brand
Backcountry Marketing
In this episode, I'm joined by , VP of Brand at , 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, and why most outdoor content lacks real emotional impact. Michael also breaks down the creative strategy behind their upcoming campaign, “For Bold Steps,” and how brands can avoid the trap of mediocrity by having...
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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...
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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...
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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...
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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_outlineAccording 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™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
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