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BRANDERMAN
BRANDERMAN episodes
- Emmanuel Probst | The Brand Assemblers | E49
Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos and adjunct professor at the University of California at Los Angeles.
Emmanuel's background comprises over 17 years of market research and marketing experience with strong academic achievements.
He is a Wall Street Journal and USA Today best-selling author of "Brand Hacks" and "Assemblage – The Art and Science of Brand Transformation.”
In this episode, we talk about the art and science of brand building. Emmanuel explains the power of anti-heroes, villains, and saviors, and how they can be used to create a unique, memorable, and meaningful story for brands. He also shares his thoughts on the importance of understanding a brand, the industry, the audience, and the world before jumping into the creative execution.
At Ipsos, Emmanuel supports numerous Fortune 100 companies by providing them with a full understanding of their customer’s journey. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets.
Resources:- Emmanuel Probst
- Emmanuel Probst LinkedIn
- Emmanuel Probst X
- Ipsos
- Assemblage: The Art and Science of Brand Transformation
- Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning
- BRANDERMAN website
- BRANDERMAN Instagram
- Hernán Braberman LinkedIn
- My packaging design agency TRIDIMAGE
- PACKNEW Blog
Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.
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39 min - Sylvia Vitale Rotta | The Universal Language of Design | E48
Sylvia Vitale Rotta is the Founder & CEO of Team Creatif Group, an international brand design agency, with branches in the four corners of the globe.
Sylvia's journey is nothing short of extraordinary. Born in Tanzania to Italian parents and educated at the prestigious Royal Art School in London, she embarked on a path that would eventually lead her to co-found Team Creatif in the vibrant city of Paris in 1986, alongside her partner, Nick Craig.
In this episode, we explore Sylvia's remarkable journey, tracing her steps from the foothills of Mount Kilimanjaro to the heart of the design world in Paris. We also uncover the challenges she faced along the way and discover how she successfully built and steered her agency for over 37 years, adapting to the ever-evolving design landscape.
Join us as we unravel the evolution of packaging design, explore its latest trends, and delve into the delicate art of striking the perfect balance between a brand's identity and modern sensibilities.
Sylvia is a permanent Red Dot Awards jury member and president of the European Packaging Design Association.
Resources:- Sylvia Vitale Rotta LinkedIn
- Team Creatif
- Team Creatif Instagram
- Team Creatif YouTube
- Team Creatif LinkedIn
- Team Creatif Facebook
- EPDA
- BRANDERMAN website
- BRANDERMAN Instagram
- Hernán Braberman LinkedIn
- My packaging design agency TRIDIMAGE
- PACKNEW Blog
Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.
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38 min - Marcos Iorio | Combatiendo el folclore ambiental | E47
Marcos Iorio es un mentor y curador brasileño de innovación, ESG y economía circular, director de Circoolar proyectos regenerativos.
Marcos es especialista en conectar la alta tecnología, la responsabilidad socioambiental y el modelado de negocios. Es Vicerrector del Centro de Ciencia y Desarrollo – Circula – de la Fundación de Apoyo a la Investigación Científica del Estado de San Pablo (FAPESP). También co-fundador de la comunidad Donut Economy Brasil y coordinador del colectivo de plantación ReflorestaVinhedo.org.
En este episodio, Marcos comparte valiosas ideas sobre el eco diseño y la importancia de integrar el impacto ambiental en el proceso de diseño de packaging. También hablamos de los retos de mantenerse al día acerca de las tendencias medioambientales enfrentando al folclore ambiental.
Links Relevantes:- Marcos Iorio LinkedIn
- Marcos Iorio Instagram
- Refloresta Vinhedo
- CCD Circula
- Website de BRANDERMAN
- Instagram de BRANDERMAN
- LinkedIn de Hernán Braberman
- Mi agencia de diseño de packaging TRIDIMAGE
- Blog PACKNEW
Suscribite a BRANDERMAN en tu App de Podcast favorita para no perderte ninguno de nuestros próximos episodios.
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45 min - John Glasgow & Jonathan Kenyon | Braver Brands | E46
John Glasgow & Jonathan Kenyon are co-Founders of Vault49.
After meeting at the London College of Printing in the early 2000’s, John & Jonathan founded Vault49. Initially an internationally renowned street art partnership, Vault49 has evolved into a holistic 360 brand experience and packaging design agency and counts Guinness, Baileys, and PepsiCo among its global clients.
John and Jonathan have retained their street art heritage and passion for crafting. They are now dedicated to leading Vault49’s NYC and London studios to deliver actionable brand strategy and bold creative solutions that disrupt everyday experiences, transforming brands and businesses.
In this episode, we discuss the blurred lines between art and design while exploring the mindset behind street art and its impact on Vault49's unique approach to packaging design projects. We also explore steps agencies and brands can take to create a more diverse and inclusive workplace.
Resources:- Vault49
- Vault49 Instagram
- Vault49 Twitter
- Vault49 LinkedIn
- John Glasgow LinkedIn
- Jonathan Kenyon LinkedIn
- BRANDERMAN website
- BRANDERMAN Instagram
- Hernán Braberman LinkedIn
- My packaging design agency TRIDIMAGE
- PACKNEW Blog
Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.
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48 min - Steve Lamoureux | Design Analytics for Growth | E45
Steve Lamoureux is the founder and CEO of Designalytics, a company focused on developing next-generation solutions for design performance measurement to help brands grow through design.
As a former brand manager at Proctor and Gamble, Steve's passion for package design research led him to establish Designalytics in 2018 to realize his vision of syndicated, standardized design performance measurement and pre-market design testing solutions.
In this episode, we unpack the key metrics and performance dimensions of package design and learn what it takes to create a winning design that captures consumers' attention and desire. Steve shares invaluable insights on how to pull on the emotional strings of consumers. We also discuss the importance of saying important things better than your competitors and measuring the emotional component of a product.
Steve led product development for Affinnova’s cutting-edge research technologies—and later Nielsen Design Solutions.
Resources:- Designalytics
- Designalytics pilot program for agencies
- Designalytics LinkedIn
- Designalytics Instagram
- Steve Lomoureux LinkedIn
- BRANDERMAN website
- BRANDERMAN Instagram
- Hernán Braberman LinkedIn
- My packaging design agency TRIDIMAGE
- PACKNEW Blog
Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.
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41 min - Martín Broen | Volver al futuro de la innovación | E44
Martín Broen es vicepresidente de las disciplinas de innovación en diseño, diseño para la sostenibilidad y diseño de productos para PepsiCo en todas sus marcas a nivel mundial.
Martín es un verdadero pensador sistémico centrado en la innovación y la resolución de problemas, responsable de más de 130 patentes y de la creación de una cartera completa de innovaciones y nuevos modelos de negocio.
En este episodio, conversamos acerca de algunas de las lecciones que aprendió a lo largo de los años en su papel de líder de Diseño e innovación dentro de grandes organizaciones. Martín me explica por qué prototipar es la herramienta clave del Design Thinking. También afirma que el packaging es una poderosa herramienta de innovación.
Líder de más de 400 proyectos diferentes llevados con éxito al mercado y galardonados con más de 150 premios de diseño, como IDSA, Good Design, IF, Red Dot, Pentawards, Green good design, Edison, How, CES, Dieline, entre muchos otros.
Links Relevantes:- Martín Broen
- PepsiCo Design
- PepsiCo Design Instagram
- Martín Broen Instagram
- Martín Broen LinkedIn
- Website de BRANDERMAN
- Instagram de BRANDERMAN
- LinkedIn de Hernán Braberman
- Mi agencia de diseño de packaging TRIDIMAGE
- Blog PACKNEW
Suscribite a BRANDERMAN en tu App de Podcast favorita para no perderte ninguno de nuestros próximos episodios.
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33 min - Jenni Romaniuk | Unpacking Brand Health | E43
Jenni Romaniuk is a Research Professor and Associate Director at the Ehrenberg-Bass Institute, who is a trailblazer in Distinctive Asset and Mental Availability strategy and measurement.
Jenni has provided advice to companies all around the world on evidence-based best practices for long-term brand management.
She is the accomplished author of three books: Building Distinctive Brand Assets, How Brands Grow: Part 2, and Better Brand Health.
In this episode, we dive deep into the concept of brand health trackers and we explore the anatomy of a healthy brand. Additionally, we discuss the significance of packaging in building and refreshing memory structures, as well as its potential to convey shopping distinctive assets.
Jenni is on the Senior Advisory Board of the Journal of Advertising Research and serves on three other Editorial Review Boards.
Resources:- Jenni Romaniuk
- Jenni Romaniuk LinkedIn
- Better Brand Health: Measures and Metrics for a How Brands Grow World
- Building Distinctive Brand Assets
- How Brands Grow: Part 2
- Ehrenberg-Bass Institute
- Ehrenberg-Bass Institute Twitter
- BRANDERMAN website
- BRANDERMAN Instagram
- Hernán Braberman LinkedIn
- My packaging design agency TRIDIMAGE
- PACKNEW Blog
Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.
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43 min - Jon Marshall | Designing for Impact with Pentagram | E42
Jon Marshall is a British industrial designer, partner at Pentagram, whose work fuses product design with strategy, branding, packaging and digital experiences.
Jon joined Pentagram as a partner in 2018. Pentagram is a renowned multi-disciplinary, independently-owned design studio founded in 1972.
Prior to joining Pentagram, he was director of industrial design consultancy Map, which he co-founded with Edward Barber and Jay Osgerby where he created products and experiences for global brands like IBM, Virgin Atlantic and Google.
Jon was listed as one of Creative Review’s top 50 creative leaders. He has served on the jury of numerous design awards and he is a regular speaker at conferences and design events.
In this episode, we discuss the importance of sustainability and changing consumer expectations, and the future of packaging design as part of the product experience. Jon also explains why packaging should be viewed as an integral part of the product, rather than a separate entity.
Resources:- John Marshall Instagram
- John Marshall LinkedIn
- John Marshall Twitter
- Pentagram
- Pentagram Instagram
- Heights
- BRANDERMAN website
- BRANDERMAN Instagram
- Hernán Braberman LinkedIn
- My packaging design agency TRIDIMAGE
- PACKNEW Blog
Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.
- Apple Podcasts
- Spotify
- Google Podcasts
- Overcast
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33 min - Isabel Cabello | Secretos del diseño gourmet | E41
Isabel Cabello es CEO y Directora Creativa en la Agencia andaluza Cabello x Mure.
Isabel estudió bellas artes en la Facultad de Bellas Artes de la Universidad de Granada. En el año 2009 decidió crear su propia empresa de diseño, Isabel Cabello Studio, que confluirá en pocos años en la agencia Cabello x Mure.
Su agencia se destaca por el diseño de productos gourmet, siendo reconocidos en certámenes del mundo entero. Entre ellos destacan los Pentawards, The Dieline, DNA Paris Awards y Anuaria.
Paralelamente Isabel no ha abandonado su carrera como artista plástica que sigue nutriendo su trabajo como diseñadora.
En este episodio, conversamos acerca de su paso de las bellas artes al diseño de envases. Isabel me comparte su búsqueda incansable de sentirse libre en su proceso de diseño para obtener perspectivas innovadoras. También habla de la importancia de la autenticidad en el diseño de marcas gourmet.
Links Relevantes:- Cabello X Mure
- Isabel Cabello arte
- Cabello X Mure Instagram
- Isabel Cabello LinkedIn
- Isabel Cabello Instagram
- Website de BRANDERMAN
- Instagram de BRANDERMAN
- LinkedIn de Hernán Braberman
- Mi agencia de diseño de packaging TRIDIMAGE
- Blog PACKNEW
Suscribite a BRANDERMAN en tu App de Podcast favorita para no perderte ninguno de nuestros próximos episodios.
- Apple Podcasts
- Spotify
- Google Podcasts
- Overcast
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33 min - Ivan Bell | Stranger & Stranger Things | E40
Ivan Bell is Group Manager Director & CEO at Stranger & Stranger, one of the leading firms in the field of alcoholic beverage packaging
For the past 23+ years, he has worked alongside Kevin Shaw, founder of Stranger & Stranger, in building the award-winning packaging consultancy. He oversees design from their locations in London, New York and San Francisco.
Ivan also regularly serves as a jury member to trade and international design awards and undertakes speaking engagements on the power of good design.
In this episode, we talk about how to create an unmistakable brand identity. Ivan also shares the keys to Stranger & Stranger's creative process and explains how to find the harmony between creativity and commerciality when it comes to big established brands.
Resources:- Ivan Bell
- Stranger & Stranger
- Kraken Rum
- BRANDERMAN website
- BRANDERMAN Instagram
- Hernán Braberman LinkedIn
- My packaging design agency TRIDIMAGE
- PACKNEW Blog
Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.
- Apple Podcasts
- Spotify
- Google Podcasts
- Overcast
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31 min
About BRANDERMAN
From the publisher's feed
El diseño de packaging debería ser mucho más que vestir un producto. Bienvenido a BRANDERMAN, donde creemos que hay una mejor forma de diseñar packaging. Acompáñame en este viaje mientras intentamos descubrir lo que realmente se necesita para diseñar mejores envases. El buen diseño informa, seduce, crea una experiencia inmersiva, e incluso salva el planeta. Soy Hernán Braberman, director de diseño de la agencia tridimage, y te invito a conversar con expertos sobre el presente y futuro de las marcas y el diseño de packaging, y así entender cómo podemos lograr un impacto positivo en los consumidores, el mercado y la sociedad.
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Packaging design should be more than clothing for a product. Welcome to BRANDERMAN, where we believe there is a better way to design packaging. Join me on this journey as we try to uncover what it actually takes to design better packaging. Good design informs, seduces, creates an immersive experience, and even saves the planet. I'm Hernán Braberman, design director at tridimage agency, and I invite you to talk with experts about the present and future of brands and packaging design and understand how we can make a positive impact on consumers, the market, and society.
--
https://www.branderman.design
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