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Resilient businesses are built by building an audience. In this solo episode, Cole Heilborn challenges the assumption that people inherently care about brand campaigns, product launches, or high-production content, and instead argues that attention must be earned through relevance and value over time. Drawing from recent conversations, industry observations, and Port Side's own projects, Cole breaks down the growing disconnect between how brands produce content and how audiences actually consume it. While many brands continue to rely on intermittent campaign cycles, the most durable brands are consistently investing in content that serves, entertains, or resonates with their audience. About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  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.

In this episode, Greg Randolph, VP of Marketing at DECKED, and Bridget Noonan, Senior Brand Director at DECKED, break down one of the biggest tensions in modern marketing: brand vs performance. We talk about the rise of performance marketing, why it worked so well for so long, and why many brands are now hitting a ceiling. Greg and Bridget share how DECKED is thinking about long-term growth, what it actually means to invest in brand, and why community, storytelling, and customer connection are becoming more important than ever. We also get into the risks of over-relying on paid channels, how to think about creative and frequency, and finding a balance between brand and performance marketing   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show?  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.  

What is the value of great creative, and what happens when brands let marketing metrics dictate the work before the idea is even fully formed? In this episode, Cole sits down with Rafael Oliveira, former Creative Director at Tracksmith, to talk about the role of the creative director, the tension between marketing and creative, and why distinction matters more than ever in a world where so many brands are producing work that looks the same. Rafa shares how Tracksmith approached creative as a long-term brand-building tool, why subtlety is often the marker of great work, and how brands can influence behavior by creating content that makes people feel something first. They also get into the risk of sameness, why minimum viable creative is the wrong starting point, and how brands should think about making work that adds value beyond the transaction.   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.  

Episode Description Most outdoor brands share a similar origin story: a founder identifies a need in the wild, builds a product in a garage, and grows a company from there. But as brands scale and growth pressures increase, something often gets lost in "the middle." The result is a sea of epic imagery, interchangeable storytelling, and campaigns that feel indistinguishable once the logo is removed. Ryan Andrist, a marketing leader whose career spans The North Face, Sea to Summit, and Starbucks, joins the show to explore a persistent challenge in the outdoor industry. Ryan and Cole unpack how growth pressures can muddy brand clarity and why the consumer insight is more important than ever.   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.  

Episode Description In this episode, host Cole Heilborn sits down with Ryan Watson, CMO and COO at MTNTOUGH Fitness Labs, to unpack a hot take that should make every outdoor marketer pause: brand marketing for the sake of impressions is dead. Ryan breaks down why measurement has changed the game, why "one big campaign, one big message" is an outdated operating system, and how the best brands are blending performance rigor with brand-level creativity. We also go deep on community as the next frontier of differentiation.   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.  

In this episode (initially aired on June 18th, 2025), Cole sits down with Chris Burkard—photographer, creative director, adventurer, and storyteller. Chris shares his unique perspective on navigating the constant changes shaping the outdoor industry, creativity, and marketing.  They dive deep into the evolving role of creatives in a constantly changing outdoor industry. From the blurred lines between artistry and strategy to the challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive career and unique perspectives on storytelling, marketing, and brand-building.   This is part one of a two-part series featuring Chris. If you have a question for Chris on part 2 let us know.   Key Takeaways The role of creatives is changing The path to success for a piece of creative has changed over the last 15 years Many brands are asking creatives to provide directions to a destination that doesn't exist. The balance between creative risk and data-backed decision-making Opportunities for creatives and feedback   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.  

Every company has a brand, but very few have built one intentionally or with differentiation. We use the word "brand" interchangeably with "company," when in reality most companies have never done the work required to intentionally shape what their brand stands for. In this episode, I sit down with Marc Peruzzi, Creative Director at Cache Seven, to unpack one of the most misunderstood ideas in outdoor marketing: the difference between a company and a brand. Marc shares why so many outdoor companies lose relevance when they chase "brand building" instead of grounding themselves in real people, real places, and real stories. We talk about authenticity, storytelling, influencer marketing, and why honesty consistently outperforms hype in the outdoor industry. This conversation is a reminder that brand is not something you manufacture. It is something that emerges when a company knows who it is and who it serves.   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.    Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.  

Does the outdoor industry overindex on brand? Alex Maier, President of OnWater, joins the show to challenge one of the outdoor industry's biggest assumptions: that brand marketing alone drives growth. Drawing from his experience in SaaS and outdoor, Alex breaks down why product marketing is the missing link for many brands, how listening to customers actually fuels innovation, and what outdoor companies can learn from software when it comes to adoption, retention, and trust. We unpack the difference between brand and product marketing, why emotion still matters in utility-driven storytelling, and how ignoring customer pain points leads to "zombie brands."     About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.    Enjoy this episode and discover other resources below:   Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.  

2025, almost broke Port Side as a company. But we've grown, grown some more and have rebuilt the business from the ground up. In this episode, Cole shares a raw behind the scenes look at year and the role that the podcast has played in allowing us to come back stronger.  Thank you for supporting us! About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.    

Daniel Groh, Chief Brand Officer at SATISFY, breaks down how the brand builds an emotion-first running world that turns casual observers into true fans. He explains why Satisfy treats people as guests, not customers, and how speaking to "people who run" opens the door to more honest, human storytelling. Daniel shares how they use emotional athlete content, localized community runs, and shock-and-awe moments at events like UTMB and Cocodona to create loyalty in a world where loyalty is fragile. He also unpacks their 80/20 creative approach, content "drips and drops," and why the moment a brand gets lazy, whether in product, content, or experiences, its audience will drop them. About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.  

Shelby Rossi, global brand manager for goggles and helmets at Oakley, digs into what happens when brand and marketing plug into the product development process from day one. Using WTR ICON, Oakley's new surf helmet, as a case study, Shelby explains how a cross-functional "task force" of R&D, UX, product, sports marketing, and brand broke down silos, validated a real consumer problem, and reshaped how Oakley brings innovation to market.  About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.  

In this episode, Cole sits down with Chris Whitten, Senior Production Manager at Red Bull, to unpack what separates irreplaceable creatives from the rest. Chris shares lessons from his journey through agency and brand-side production, spanning roles at Saatchi & Saatchi and now Red Bull, and offers candid advice for photographers, filmmakers, and producers who want to build long-term client relationships. The episode explores how mindset impacts success, why outreach is a creative act, and how to stay top-of-mind in an oversaturated industry. Chris shares practical frameworks for follow-up, positioning, and pitching that make hiring you a no-brainer rather than a gamble. About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.  

In this solo episode, Cole Heilborn breaks down the differences between a strategist and a filmmaker. When content underperforms, brands often point to the creative execution, but more often than not, the real problem lies upstream in the strategy. Cole explains the downsides of a passion-led industry, why filmmakers have had to accept responsibility for defining KPIs and audience understanding, how skipping strategy leads to wasted resources, and what questions brands should ask before a camera ever rolls.   About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.  Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! 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.  

Some brands treat branded content and campaigns as separate things, one emotional or value-driven, and the other transactional. But what happens when they work together?   In this episode, Trent Marsh, Marketing Director at Riton Optics, joins me to unpack what he calls the marketer's trap, when teams invest in strategies they wouldn't engage with themselves.    Trent shares how to break that cycle by pairing campaigns and content to serve the same purpose, building trust, emotion, and results simultaneously. We discuss how data has given leadership "ammo to kill branding," why every channel deserves a role in your mix, and how omnichannel marketing makes small budgets feel bigger.   You'll also hear why brand coherence matters more than novelty, how to find and keep the right on-camera personality, and why every strong brand needs both campaigns that convert and content that connects.   About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.  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.  

Maren Hamilton, former Head of Social at The North Face and current Director of Global Brand and Community at popFly. We break down her core thesis: brand is social and social is brand. Maren shares why brands must stop treating social as a downstream channel, how to bring social thinking upstream into campaign planning and what it takes to build a social-first brand.  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.