As people flock to the outdoors, many brands are welcoming and embracing these individuals with open arms. Brands that were once reserved for core users are breaking down their walls to be seen as a more inclusive brand.

In this episode, Andy Bethune, the Director of Strategy at Origin Outside discusses this trend and the implications. As he says, if you try to become something to everyone, you'll be nothing to anyone.  But where is the balance? Obviously, we want people to get outside and feel included.

We discuss how far a brand can dilute itself before it becomes ambiguous, why some brands thrive in ambiguity, and factors to consider when a brand is facing outside pressure to grow.

Follow Origin and Andy

@abethune

@originoutside

Produced by:

@backcountrymarketing

@portsideproductions

@coleheilborn

When it comes to building your team who are you working with? Why would you choose an athlete over an influencer? When is an influencer better suited than an ambassador? Why have an ambassador team in 2021?

Maddie Duffy, the Marketing Manager, from Mystery Ranch dives into these questions and more. She explains why Mystery Ranch started an ambassador program, but also why they continue to work with athletes and influencers outside of their ambassadors.

As Maddie says, the key to any successful relationship is trust. "Appreciate the relationship you have and nourish it." 

Follow Maddie and Mystery Ranch:

(Maddie is taking a break from Instagram, you can find her on LinkedIn!)

@mysteryranch

Produced by:

@backcountrymarketing

@portsideproductions

@coleheilborn

Have you ever felt like you don't belong? 

As Carie says, the trees don't care what you look like or how fast you're moving. So why do we put so much pressure on ourselves? Why don't we feel like we belong in a sport or are qualified for a job? Have you ever considered what role marketing plays in making other people feel included?

Carie Behe, the GTM Marketing Manager for Cotopaxi, shares her personal story and how after 12 years of working in the industry she still suffers from imposter syndrome. Fortunately she's learned to work with it and gives some tips on feeling confident in your job and owning your spot outside. 

Follow Carie and Cotopaxi:

@the_behe

@cotopaxi

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

Let's face it, as a client you have a lot of options. When it comes to achieving creative work you can choose from an ever-growing list of partners to work with: Agencies, hybrid agencies, studios, producers, contractors, and even your nephew all claim to offer you similar services.  But how do you decide who to work with for what project?

Chase White is the Creative Director at Chase White Photography and sheds some light on this question. Having worked with notable brands like Yeti, Gerber, and Simms Fishing, Chase has developed some best practices when considering working with a contract creative. 

Navigating how to work with a contractor can be a challenge, and in this episode, Chase shares his thoughts on how clients and contractors can work best together to produce meaningful work.

Follow Chase:

@anadromous

https://chasewhite.com/

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

There comes a point in many of our careers when we're given the chance to step away from doing the work, to managing the work. This step isn't for everyone and in this episode, David Zimberoff, the VP of Marketing at SRAM shares his personal story of 25 years as he's slowly moved away from doing the work, to leading the work. 

We also discuss the intricacies and challenges of leading a marketing team while working remotely, maintaining creative excellence, and the idea of spending vs building brand culture. 

Follow SRAM:

@SRAMmtb

@SRAMroad

@rockshox

@zippspeed

Produced by:

Port Side Productions

@portsideproductions

@backcountrymarketing

@coleheilborn

In this episode, Mike Somerby, the Director of Marketing from Duckworth jumps on the mic to discuss storytelling and the intersection with customer loyalty.

Building customer loyalty is the name of the game right now. According to Marty Neumeier in his book "The Brand Flip" a loyal customer would spend 33% more than a new customer. If building such loyalty can pay dividends in the future, how do you build such loyalty?

Mike Somerby discusses this as well as how he and his team use the authenticity of their storytelling to help build customer loyalty.

Follow Duckworth:

@duckworthco

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

A business doesn't last for 100 years without listening to its consumers. Alex Sherbinow from Old Town Canoe and Kayak joins me on this episode to discuss how crucial it is to listen and understand your consumer.

In an era with data everywhere, it's easy to craft digital reflections of who we think our customers are. We might know what age they are, how much money they make or where they went to college, but do we know them as people?

Alex shares how he and his team prioritize consumer feedback, empathize with their consumer, and how that influences product design.

Follow Alex and Old Town:

@oldtowncanoes

@alexsherbinow

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

In this episode, Drew Eakins, the marketing manager from Hestra Gloves joins me to discuss the topic of specialization on a generalized level. 

For over 80 years, Hestra has been crafting gloves for a variety of users in the outdoor and fashion industry. As a small company, Drew's role involves staying focused and saying no more than saying yes. 

If you've ever asked yourself: 

1. What does it mean to specialize?

2. What does it mean for a brand to specialize?

3. Should I niche down in my role?

Drew shares his experience around these questions and more as he pulls insights from his role as a generalist while working at a specialized brand.

Follow Drew and Hestra:

@hestragloves

@dreweakins

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

Can'd Aid is a non-profit built on the idea of "Rallying you to do good."

To date, they've built 6,610 bikes and skateboards, donated 2,500+ musical instruments, completed 47 work party days, and recycled 73 million cans.

The non-profit was started by Diana Ralston. Originally the goal was to help areas hit hard by either natural or man-made disasters. As the canned water distribution plan started working, Diana and her team realized there was more good they could be doing. But as they've grown and incorporated more programs they always struggled to communicate what exactly they did. After growing beyond their initial vision the team realized that they need to re-brand in order to continue their mission and gather support along the way.

In this episode, Diana shares about the messy process of re-branding a non-profit.

Follow Diana and Can'd Aid:

@candaid

@dianaralston

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

In this episode, John Salzinger the Founder of MPOWERD shares his opinion on how we as an industry address toxic advertising and the downstream effects. 

As people are trying to escape the urban sprawl of advertising, marketers continue to promote, sell and push their products in every conceivable way. These days you can't even go to a gas station without having a screen shoved in your face!

When I consider the impact of excessive consumerism, the environmental impact these products have and the mental health impact social media has. I start to question the work we as marketers are doing.  Have we become so good at selling that we are no longer concerned with the impact of what and how we're selling?

Tune in to this episode to hear John eloquently describe his thoughts around these complicated issues.

Follow MPOWERD:

@mpowerdinc

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn