Backcountry Marketing

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cole@portsidepro.com

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Bold Creative Is a Growth Strategy

August 19, 2026

Creative is often treated as an expense. Joe Prebich, the VP of Benchmade Knife Company,  believes the best creative can become one of a brand's most valuable growth assets. In this episode, Joe shares lessons from his time at Red Bull and Benchmade about why bold ideas matter, how great content can create distribution and long-term brand loyalty, and why much of the outdoor industry has become too safe. We also explore the importance of having a strong point of view, why brands need to make ...

Can Organic Content Drive Business Growth? | Episode 1

August 12, 2026

In the first episode of the Relevance Project, Cole sits down with the teams at SkyGOAT, Kitworks, and Loon'r to understand where each brand is starting, what they want organic content to accomplish, and how they'll measure progress along the way. The conversations reveal a shared challenge. The brands have audiences, products, and stories worth telling, but they haven't yet built a consistent organic content system that creates engagement, strengthens the brand, and continues working even wh...

How Brands Grow According to Research

August 05, 2026

Professor Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute, Adelaide University, breaks down the science behind how brands are remembered. We explore why memory is at the heart of effective marketing, why only a small percentage of buyers are in-market at any given time, and what marketers should be doing to build future demand. Jenni explains the concepts of mental availability, category entry points, and distinctive assets, and why they're some of th...