Steve Nilsen, more commonly known as Stix, is a legendary brand marketer, having worked with brands such as PBR, Red Bull, and now he serves as the VP of Cult Indoctrination at Liquid Death Mountain Water. If you're not familiar with Liquid Death, they've taken water to a whole new level with an insanely creative approach to their brand. In May of 2023, Stix joined the SAM team at Timberline, Mt. Hood, Ore., at Cutter's Camp, to share his insight into building powerful brand culture in the park and on the mountain. WARNING: this podcast contains a few swears.