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

77
44:99

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

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Assuming your audience wants to hear from your brand is the fastest way to get ignored. We’re living in a world overwhelmed by content. Everyone’s competing for attention, but most forget the only question that actually matters:

Why should the audience care?

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76
44:98

EP 76: Roberto Gutierrez | Bringing Jack Wolfskin to North America | Jack Wolfskin

Featuring
Roberto Guiterrez
Director of Marketing, Jack Wolfskin
About

Your Guidebook to Producing Creative Work that Actually Delivers

In 2020, Port Side launched this podcast to address a challenge we were facing ourselves: understanding how to make video content that was not only creative but truly effective.

What started as a search for answers has taken us on a journey of 200+ episodes, exploring every facet of the outdoor marketing world.

Our goal is to take you behind-the-scenes with experts from the active/outdoor industry as they share insights about producing creative work that delivers. If you’re seeking insights from some of the sharpest minds in the business, you’ve come to the right place.

Have a guest in mind? Let us know

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
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