Cole shares the thinking behind The Relevance Project and why he believes relevance has become one of the most important competitive advantages available to brands today.

The goal of marketing hasn't changed, but the landscape and tools have. Attention is becoming scarcer, paid media is becoming more expensive, audiences have more control over what they consume than ever before, and brands now have access to free distribution at a scale that was unimaginable just a decade ago.

The challenge? Most brands are still operating as if nothing has changed.

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This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help?

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