EP 77: Al Perkinson | 5 Steps to Becoming an Authentic Brand

These days many companies are losing trust with their consumers and are looking for ways to rebuild that trust. The outdoor industry has always had a staple of "authentic brands" in its ranks, however, what does being an authentic brand mean? How does a brand achieve this status?

In this two-part episode, Al Perkinson from Bajio Sunglasses breaks down the 5 steps required to build an authentic brand. As an industry veteran with two decades of experience, Al has started to notice trends that all authentic brands do in order to earn that designation. The five steps are relatively simple, but require an immense amount of intentionality and effort to maintain. Al breaks down a common marketing buzzword into actionable, and digestible steps.

1. Creation story

2. Higher calling

3. Performance

4. True to your core

5. Design as a weapon

This is Part 1 of a 2 Part Series where we explore authenticity and community building with Al.

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Follow Bajio Sunglasses

Produced by:
Port Side Productions, Backcountry Marketing and Cole Heilborn

Episode Transcript

ABOUT

Your Guidebook to Producing Creative Work that Actually Delivers

In 2020, Port Side launched the Backcountry Marketing Podcast to answer a question we were wrestling with ourselves: What makes video work actually work?

‍What began as a pursuit to make better video content has evolved into a much bigger exploration of how outdoor brands grow, earn attention, and build meaningful relationships with their audiences.

Through more than 200 conversations with some of the brightest minds in outdoor marketing, we've challenged conventional thinking, explored what makes brands distinctive, and uncovered the strategies behind creative work that drives real business results.

Along the way, those conversations have fundamentally shaped how we approach our own work at Port Side, evolving us from a production company into a creative studio helping outdoor brands build relevance through strategy, creativity, and audience-first content.

Today, the Backcountry Marketing Podcast is a guidebook to producing creative work that works. We go behind the scenes with the people shaping the outdoor industry to explore the ideas, strategies, successes, and failures that can help all of us become better marketers.

Be quick to listen, slow to speak

Give the audience a reason to care

Lead with empathy

Goal first, story second

Ask harder questions

Bellingham, WA
360.383.7721
cole@portsidepro.com

Proud member of The Conservation Alliance

EP 77: Al Perkinson | 5 Steps to Becoming an Authentic Brand | Bajio Sunglasses - Part 1

Episode Transcript

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ABOUT

Your Guidebook to Producing Creative Work that Actually Delivers