In this episode of the HeroInside Ingredient Branding Podcast, we welcome Magnus Granhed, founder of RECCO Rescue Systems, the pioneering Ingredient Brand in search and rescue technology. This conversation uncovers how a tragic avalanche accident led Granhed to develop a breakthrough radar system now used by nearly 1,000 ski resorts and mountain rescue organizations worldwide.

Magnus shares the journey of building RECCO into an industry standard, collaborating with leading outdoor brands, and expanding beyond winter sports into year-round rescue applications. He also emphasizes the power of collaboration, industry partnerships, and the story of collaboratively crafting their powerful brand promise: Be Searchable.

This episode is a must-listen for Ingredient Brand experts, brand managers, entrepreneurs, and innovators looking to understand how strategic branding and real-world impact go hand in hand.

Themes and Timestamps:

01:04 – Introducing Magnus Granhed and the RECCO story

03:27 – How a tragic avalanche inspired a breakthroughinnovation

05:28  – Developmentof RECCO’s technology

06:29 – Inventing something completely new alongside techadvancements

07:30 – First successful RECCO rescue

08:46 – Air Zermatt and Degré 7 as first partnerships

10:16 – The role of collaborative development inpartnerships in industry adoption

10:35 – Unknowingly using Ingredient Branding model

11:36 – Behind the Be Searchable mission statement

13:37 – Scaling and maintaining a global network

15:21 – From winter rescue to all-year-round rescue system

18:01 – Direct-to-consumer business

19:37 –  RECCO’s futureinnovation

21:13 – Magnus’ views on optimism and entrepreneurship

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Keep following the journey of our guests

• RECCO Website
• RECCO LinkedIn

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YouTube

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Questions, Collaborations, and Sponsorships

If you have any questions or ideas, reach out! We're also open to collaborations and sponsorships. Want to be featured on HeroInside? Contact us through [email protected], and we'll get back to you.

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BRAINDERY is the education and community platform of BRAIND®. It offers tools like the first Ingredient Branding MasterClass and the HeroInside podcast to support the Ingredient Branding community.

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About the Host

Tomas Vucurevic is the Founder and Managing Director of BRAIND® and one of the leading global experts in Ingredient Branding. Tomas has over 40,000 hours of experience as a global Ingredient Branding expert. Half of his career was as Global Brand Manager for Gore-Tex. The other half was as the Founder and Managing Director of BRAIND, a brand strategy consultancy focused exclusively on Ingredient Branding. He has guided more than 70 projects helping companies to get more value out of their innovations by transforming from the ZERO position as a supplier into the HERO position as an Ingredient Brand that consumers seek.

⁠⁠⁠Follow Tomas on LinkedIn⁠⁠