Resilient Brands Build Audiences
From Backcountry Marketing by Port Side
April 15, 2026 · 12 min · Season 7 · Episode 232
About this episode
Cole Heilborn discusses the importance of building an audience for resilient brands and the disconnect between brand content production and audience consumption.
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…
People in this episode
Host: Cole Heilborn
Topics covered
- audience building
- brand strategy
- content marketing
- business resilience
- consumer engagement
Keywords
- resilient brands
- audience engagement
- content strategy
- marketing insights
- business growth
Mentioned in this episode
Organizations: Port Side
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