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.

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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.

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