Posts by Julie


As brands, large and small, are getting their hands around content marketing, there are certainly some that are leading the pack. Whether they’re producing exceptional original content, getting creative with video assets or inventively repackaging existing content, a number of top active-lifestyle companies are showcasing the multitude of ways content can tell brand stories. Some involve brand “ambassadors” or customers telling the...

Read More

We see this word “authenticity” everywhere these days, especially in reference to marketing. I use it in my own tagline service description, which is why I feel the need to revisit its “true” meaning. There are several dictionary definitions of the now-loaded adjective “authentic”: not false or copied; genuine; real having an origin supported by unquestionable evidence; authenticated; verified representing one’s true nature or...

Read More

It’s been a fun summer of testing new products from both established and emerging outdoor brands. In the vein if authenticity, I try to be as honest as possible with companies about what I, as an athlete and human, think is working in the field, at home and on the go—and what’s not. Some gear and healthy-living goodies I find worthy enough to share with readers, so here it goes.   My mac-daddy wetsuit. Let’s just start with the...

Read More

I want to be totally transparent: Blogs are hard to sustain. That’s especially true when you’re a small business that’s busy, er, running a small business. The sheer irony of this message is that I run into this very thing: I’m so tied up in part ghost-blogging for other businesses that I struggle to keep up with my own blog! It’s not that I don’t love what I get to write about. It’s not that I don’t think I may have something of...

Read More

There’s nothing more satisfying to me—and I imagine others—than repurposing an old item. Not only does it feel great to reuse or recraft something rather than tossing it away and letting the landfill deal with it, but often these upcycled gems look far cooler than new products. Plus, they come with a story. As upcycling continues to gain momentum, I hope more outdoor companies go along for the ride. Feel-good upcycling is just plain...

Read More