What Outdoor Brands Get Wrong About Storytelling

Matt Trappe is a photographer, filmmaker, creative strategist, and the voice behind the Matter of Brand newsletter: one of the most consistently sharp reads on brand building in the outdoor space. In this conversation, Matt and Aaron dig into why leading with innovation and tech has become table stakes rather than a differentiator, the three elements that make a brand story actually stick, and why the most powerful thing a brand can do right now is invest in longer attention channels rather than chasing short-form reach. Show Notes: Popfly for Brands: https://www.popfly.com?growsurf_campaign=jpeg2o&grsf=x4d7gg Popfly for Creators: https://www.popfly.com/creators?growsurf_campaign=wovvt7&grsf=3jh7ss Matt Trappe: https://www.linkedin.com/in/matt-trappe/ Auteur Sportif: https://auteursportif.com/ Matter Of Brand: https://amatterofbrand.substack.com/ Matt Trappe on Second Nature (2024): https://youtu.be/Y-5n57sX5S4 MOB - YouTube Strategies: https://amatterofbrand.substack.com/p/new-youtube-strategies-for-athletes NASA Artemis Recap: https://www.youtube.com/watch?v=IfRqrrBbT-Y Hyperlyte - The Kid (Video): https://www.youtube.com/watch?v=ZZmeB4qub_U Kaironic: https://auteursportif.com/products/kaironic-issue-002 Smith Optics: https://smithoptics.pxf.io/PzKObY WSJ - Alternatively Influential: https://www.wsj.com/cmo-today/forget-influencers-welcome-to-the-world-of-the-alternatively-influential-e058e639 Second Nature Slack: https://www.launchpass.com/second-nature Skratch: https://www.skratch.com Popfly: https://popf.ly/secondnaturebrands Skratch x Auteur Sportif: https://www.skratchlabs.com/pages/what-remains Tantrums: https://tantrums.run/ BPC - Brand, Product, Content Are.na: https://www.are.na/ Smith ODS5: https://smithoptics.pxf.io/vDyPVe Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia