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