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First let me say this commentary on smart content marketing is in no way a plug for Juice Plus. But the company’s amazing little dehydrated fruit and veggie gummies have kept my kids healthy—and I can’t give that up just yet. In fact the brand just made me want to hang on even longer. See, Juice Plus did something very clever that’s great example of how simple, universal messaging can inspire consumers in any industry to...

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Until recently Josephine Del Deo was unknown to me. But now, upon her death, when bits of a life intimately intertwined with the outdoors are revealed, I find her a kindred spirit. I ran across Del Deo, a writer and preservationist, in the New York Times’ The Lives They Lived series and was immediately drawn to her story. While she loved a very different place—Cape Cod—than I do, there is such truth in what we share: a life tied...

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As I look forward to 2017, I’m seriously pondering my status in this state. I moved to Colorado in 1997, so it’s going to be my 20th anniversary … as a transplant. Do I get any props as a two-decade Coloradan? Well, I’m not sure I need them. See I’m still OK with my transplant standing. There was a reason I moved here—to live a life outside, and maybe a little outside the norm. Identifying as a transplant helps me never take for...

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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...

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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...

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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...

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