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, 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 the courage to be polarizing.

About:

This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

Enjoy this episode and discover other resources below:

• Insight Deck | Want 20 of our favorite insights shared on the show? 

• 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.

• Patreon | Want to support us financially? 

 

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 events still have a powerful role in brand building.

  About:

This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

Enjoy this episode and discover other resources below:

 

Insight Deck | Want 20 of our favorite insights shared on the show? 

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.

Patreon | Want to support us financially? 

 

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 emotional and strategic layers of doing creative work that actually connects.

About:

This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

Enjoy this episode and discover other resources below:

 

 

Insight Deck | Want 20 of our favorite insights shared on the show?

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.

Patreon | Want to support us financially? 

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 Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

Enjoy this episode and discover other resources below:

• Insight Deck | Want 20 of our favorite insights shared on the show? 

• 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.

• Patreon | Want to support us financially? 

 

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 to become one. Nic shares the strategies LandTrust used to build brand awareness without paid ads and we discuss when it is appropriate for a startup to invest in branded film content.

About:

This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

Enjoy this episode and discover other resources below:

• Insight Deck | Want 20 of our favorite insights shared on the show? 

• 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.

• Patreon | Want to support us financially? 

 

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 thinks AI fits (and doesn’t) in outdoor marketing.

About:

This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

Enjoy this episode and discover other resources below:

• Insight Deck | Want 20 of our favorite insights shared on the show? 

• 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.

• Patreon | Want to support us financially? 

 

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™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.

Enjoy this episode and discover other resources below:

• Insight Deck | Want 20 of our favorite insights? Download them here

• 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.

• Patreon | Want to support us financially? 

 

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 newfound brand awareness, Mike shares the real impact of landing on one of the biggest advertising stages in the world.

They also explore the changing landscape of outdoor marketing, how humor is a powerful brand tool, and why storytelling, not just ad spend, breaks through the noise in today’s digital world.

Referenced Topics:

• Google’s Gemini Campaign featuring Bison Coolers

• Behind-the-scenes footage of Bison’s Super Bowl ad shoot

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.

• Enjoy this episode and discover other resources below:

• Insight Deck | Want 20 of our favorite insights? Download them here

• 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.

• Patreon | Want to support us financially? 

 

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 with marketing leaders to turn insight into emotionally-driven video strategy.

Enjoy this episode and discover other resources below:

Insight Deck | Want 20 of our favorite insights? Download them here

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.

Patreon | Want to support us financially? 

 

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 authenticity is key in content creation, how Tracksmith balances long-form and short-form storytelling, and the complexities of measuring ROI in brand marketing. They also unpack the impact of shifting social media trends and how brands can adapt their creative strategies to maintain audience engagement.

Referenced Topics:

• Tracksmith’s "Year of the Amateur" campaign: Watch here

• "Church of the Long Run" project: Explore here

About:

This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, our methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.

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.

Patreon | Want to support us financially?