Backcountry Marketing

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...

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...

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...

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...

In this solo episode, Cole Heilborn breaks down the differences between a strategist and a filmmaker. When content underperforms, brands often point to the creative execution, but more often than not, the real problem...

Some brands treat branded content and campaigns as separate things, one emotional or value-driven, and the other transactional. But what happens when they work together? In this episode, Trent Marsh, Marketing Director...

Maren Hamilton, former Head of Social at The North Face and current Director of Global Brand and Community at popFly. We break down her core thesis: brand is social and social is brand. Maren shares why brands must stop...

Cole shares a quick reminder about respecting your audience. Ask yourself: Does this provide value? If not, don't hit publish. About: This podcast is produced by Port Side, a creative production studio creating video...

Altra's Head of Marketing, Reyna Alishio, and Backbone Media's Senior Director of Strategy, Andy Ralston, take us behind the brand's seasonal campaign, Experience a New High. We unpack the core insight tying mental...

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...

In this solo episode, Cole Heilborn 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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...