The Welder
Notes from WELD's Laboratory
Hero Marketing Is Dead, Long Live Content Marketing
For too long, much of the action-outdoor industry has depended on “hero marketing,” when we should be shifting to empathetic storytelling.
How A Corporation Found Its Soul
Just because outdoor brands go big doesn’t mean they lose their soul. The “Teva Turnaround” is a great example of content marketing that speaks to the soul.
Soul Factory: The Action-Outdoor Industry’s Greatest Asset
Brandon continues an expansion of the keynote address he gave at the 2011 Whitewater Symposium last week. How do you make content that connects: a soul factory.
How Action Sports Industries Can Surge Through Content Marketing
My presentation at the 2011 Whitewater Symposium got a lot of people talking last week, so I decided to expand on some of my comments in a series of posts.
WELDers Pitch In With OIA Service In Portland
WELDers George Rogers and Doug Peterson joined hundreds of other OIA attendees in Portland, Oregon, this month, pitching in on local volunteer projects.
Do You Have Rack Envy?
The WELD video team recently completed production for Yakima, the maker of rack and cargo systems. If you’re like us, you might not have one, but you want one.
