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 real choices to stand out, how Benchmade thinks differently about organic and paid content, and why getting closer to the customer still matters more than another audience persona buried in a PowerPoint.
About:
This podcast is produced by Port Side, a creative agency that helps outdoor brands build relevance, recognition, and attention.
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