In this episode of the HeroInside Ingredient Branding Podcast, we welcome Joachim Fiedler, the ingenious founder of FIDLOCK. This conversation dives into how Joachim, originally a professional musician, turned his need for a practical solution into a global business known for its innovative magnetic fastening systems. Joachim shares his journey from the orchestra to the business world, the evolution of FIDLOCK’s product lines, breakthroughs, handling patents, and navigating innovation challenges.

This episode is essential for entrepreneurs, innovators, and anyone interested in how creative solutions can evolve into influential brands shaping various industries.

Themes & Timestamps:

02:01 – The origin of the magnetic bow holder

06:13 – Maintaining design DNA amidst customization

08:20 – Nike collaboration and brand impact

11:54 – Protecting innovations through patent strategy, China market insights

18:03 – Selling end-products under the same name as the Ingredient Brand

20:43 – FIDLOCK ready

23:45 – Adding new products and new value proposition

25:43 – Venturing into new industries

27:10 – Closing thoughts and guest recommendations

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Keep following the journey of the guest

• FIDLOCK Website

• FIDLOCK LinkedIn

• Joachim Fiedler on LinkedIn

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Apple Podcasts

Castbox

________________________________________

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.

________________________________________

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.

________________________________________

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

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

________________________________________

Subscribe Elsewhere

YouTube

Apple Podcasts

Castbox

________________________________________

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.

________________________________________

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.

________________________________________

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

In Episode 10, we welcome Marcus Hernig and Alex Yellowly, co-founders of RE ZRO®, an Ingredient Brand that is revolutionizing impact protection with sustainable and innovative materials. This episode explores the critical factors behind their success in the sports tech industry and Ingredient Branding. Together, they provide insight into RE ZRO's rapid evolution and underscore the importance of sustainable practices and strategic partnerships in building a successful brand. From overcoming industry challenges to leading sustainability efforts, Marcus and Alex provide invaluable insights for Ingredient Brand experts, brand managers, entrepreneurs, and innovators alike.

Subscribe, like, rate, and share the HeroInside Ingredient Branding podcast to learn how to create more value through innovation. After listening, share your thoughts and questions!

Themes and Timestamps:

00:57 – Introducing Marcus Hernig and Alex Yellowly

02:12 – Living and working with multiple sclerosis and motor

06:44 – Overview of impact technologies D3O and RE ZRO

08:01 – Key takeaways from their experiences at D3O

10:23 – Evolution of Ingredient Branding

13:44 – Importance of sustainability in product development

15:53 – Rapid market entry and growth strategies

18:30 – Establishing supply chain for new materials

20:16 – The impact of strategic brand partnerships

23:35 – Achieving a cross-market pull effect for a component

26:10 – Future plans, innovation and new technologies at RE

31:40  – Guests’ Ingredient Brand challenge

33:55 – Guest recommendations

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Keep following the journey of our guests

•      Marcus Hoenig on LinkedIn

•      Alex Yellowley on LinkedIn

•      RE ZRO Website

•      RE ZRO LinkedIn

________________________________________

Subscribe Elsewhere

________________________________________

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.

________________________________________

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.

________________________________________

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

The guest of Episode 9 is Florian Miguet, CEO and co-founder of Clim8, a pioneering Ingredient Brand in smart wearable technology. This episode delves into the essential factors behind success in wearable technology and Ingredient Branding. Florian highlights the significance of a seamless user experience, ensuring technology integrates effortlessly into daily life. He shares firsthand insights on building a business with persistence and navigating the challenging "valley of death" between prototyping and commercialization—a journey that demands adaptability, collaboration, hiring the right talent, embracing risk, flexibility, and precise timing. From tackling challenges to driving innovation and leading the way with new tools for transparency and comfort, Florian offers invaluable lessons for Ingredient Brand experts, brand managers, entrepreneurs, and innovators alike.

________________________________________

Subscribe, Like, Rate, and Share the HeroInside Ingredient Branding Podcast to Learn How to Create More Value Through Innovation.

After listening, share your thoughts and questions!

________________________________________

Themes and Timestamps

02:45 – Florian’s origin story

04:49 – How Clim8 technology works

06:14 – Prioritizing user experience and

09:15 – First brand partnership with Odlo

12:07 – Success in the US vs. EU markets

15:00 – Balancing growth and innovation

16:32 – The importance of the team

18:01 – Navigating the 'valley of death,’

22:57 – Tsunami of sustainability

26:40 – Introducing DIGITAG

28:39 – What’s next for Clim8?

31:22 – Ingredient branding challenge

33:52 – Guest recommendation

________________________________________

Enjoy and subscribe to keep up with new episodes!

________________________________________

Keep Following the Journey of Our Guests

________________________________________

Subscribe Elsewhere

________________________________________

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.

________________________________________

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.

________________________________________

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

Tomas Vucurevic sits down with Professor Dr. Alexander Muacevic, Director of the European Radiosurgery Center Munich (ERCM), to explore the pioneering world of advanced radiosurgery.

Professor Muacevic shares how ERCM has become a global leader in high-precision, non-invasive tumor treatments, utilizing technologies like Cyberknife and ZAP-X. Throughout the conversation, they discuss the challenges of rebranding a technology-based medical center, integrating AI and robotics into patient care, working with patients holistically, and how ERCM’s holistic approach offers much more than just cutting-edge technology.

Key topics include ERCM’s role as a promoter of medical technologies, the center's unique patient experience design, and its journey to becoming a leading reference for modern radiosurgical treatments. This episode is a must-listen for anyone interested in medtech, healthcare innovation, and the intersection of branding and technology.

________________________________________

Subscribe, Like, Rate, and Share the HeroInside Ingredient Branding Podcast to Learn How to Create More Value Through Innovation.

After listening, share your thoughts and questions!

________________________________________

Themes and Timestamps

00:00 - Introduction to the episode and guest

02:34 - What is ERCM and how does radiosurgery differ from traditional treatments?

05:27 - The challenge of defining a new medical field

06:22 - Rebranding ERCM and integrating new technology

10:20 - What makes ERCM different from other Cyberknife centers?

15:55 - Importance of using branded technologies and ERCM’s holistic approach to patient care

18:35 - Designing a holistic patient experience

23:08 - How has rebranding and Ingredient Branding influenced ERCM’s growth?

25:53 - Relationship with the manufacturers

27:41 - Future technologies and AI in radiosurgery

32:29 - The challenges of raising awareness in the medical field

36:07 – Guest recommendation

________________________________________

Enjoy and subscribe to keep up with new episodes!

________________________________________

Keep Following the Journey of Our Guests

________________________________________

Subscribe Elsewhere

________________________________________

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, and we'll get back to you.

________________________________________

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.

________________________________________

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

In this episode, BRAIND Founder Tomas Vucurevic sits down with Liz Bui, CEO of Yulex LLC, and Jeff Martin, Founder of Yulex, to discuss their game-changing approach to sustainability by creating high-performance, plant-based alternatives to synthetic materials like neoprene and elastane, while actively supporting smallholder farmers in Vietnam and Thailand. Liz and Jeff share their journey of building a transparent, ethical supply chain and how they’re helping world-known brands, such as Patagonia, Finisterre, and Decathlon, transition to more sustainable solutions.

________________________________________

Subscribe, Like, Rate, and Share the HeroInside Ingredient Branding Podcast to Learn How to Create More Value Through Innovation.

After listening, share your thoughts and questions!

________________________________________

Themes and Timestamps

02:57 – Founding Story: The vision behind Yulex’s plant-based alternatives

04:48 – The Yulex Mission and Sustainability

06:19 – Sustainability in Action: On working with smallholder farmers and building ethical supply chains

10:47 – Ingredient Branding Journey: How Patagonia’s partnership helped establish Yulex as a leading brand

13:43 – Balancing Premium and Mass Market Brands: Collaborating with Patagonia, Decathlon, and Finisterre

18:00 – YULEX 2.0 Supply Chain Launch: Building a fully traceable, deforestation-free supply chain

21:43 – The Future of Sustainable Products: Introduction of elastane alternative, YULASTIC

23:41 – Ingredient Branding Challenge: The complexities of multi-Ingredient Branding collaborations

29:13 – Guest Recommendations

________________________________________

Enjoy and subscribe to keep up with new episodes!

________________________________________

Keep Following the Journey of Our Guests

________________________________________

Subscribe Elsewhere

________________________________________

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, and we'll get back to you.

________________________________________

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.

________________________________________

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

After the first mini episode on the value of Ingredient Branding, we are back with our host, Tomas Vucurevic, and his guests, who share how their companies and brands are navigating the green transition and shifting towards a more sustainable and regenerative future.

Subscribe, like, and share HeroInside to help others get more value for their innovation.

Listen to the full episodes:

🔸⁠Giulio Bonazzi (Aquafil): How ECONYL® became fashion’s favorite eco-friendly material⁠

🔸⁠Ulrika Björk (Polygiene): From antimicrobial tech to mindful living⁠

🔸⁠Angeline Elfström, Johannes Bogren (Södra): OnceMore® - Reimagining Textile Waste as a NextGen Material⁠

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TIMESTAMPS

• 0:00:38 - Giulio Bonazzi, Aquafil SpA, Econyl

• 0:01:45 - Noel Hall, Bast Fibre Technologies

• 0:03:29 - Ulrika Björk, Polygene

• 0:04:07 - Angeline Elfström and Johannes Bogren, OnceMore from Södra

• 0:05:09 - Achim Löffler, W. L. Gore & Associates

Stay Connected

For queries or collaboration opportunities, reach out at [email protected]. Explore our resources and join the conversation on the BRAIND website and The BRAINDERY for ongoing learning in Ingredient Branding.

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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.

Welcome to our first mini-episode of the Hero Inside Ingredient Branding podcast! Dive into the impactful world of ingredient branding as we revisit insights from leading industry experts. In this episode, host Tomas Vucurevic and his guest explore how Ingredient Brands enhance their visibility and market positions through strategic Ingredient Branding and how the guests perceive this B2B2C business model’s value and ROI.

Subscribe, like, and share HeroInside to help others get more value for their innovation.

Listen to the full episodes:

🔸Giulio Bonazzi (Aquafil): How ECONYL® became fashion’s favorite eco-friendly material

🔸Ulrika Björk (Polygiene): From antimicrobial tech to mindful living

🔸Seth Casden (CELLIANT®): Becoming the first wellness Ingredient Brand

🔸Angeline Elfström, Johannes Bogren (Södra): OnceMore® - Reimagining Textile Waste as a NextGen Material

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TIMESTAMPS

• 0:00:42 - Giulio Bonazzi, Aquafil SpA, Econyl

• 0:01:35 - Ulrika Björk, Polygene

• 0:02:29 - Seth Casden, Hologenix LLC, CELLIANT

• 0:03:08 – Angeline Elfström and Johannes Bogren, OnceMore, Södra

Stay Connected

For queries or collaboration opportunities, reach out at [email protected]. Explore our resources and join the conversation on the BRAIND website and The BRAINDERY for ongoing learning in Ingredient Branding.

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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.

Welcome to Part 2 of the GORE-TEX double feature at the HeroInside Ingredient Branding Podcast! This is a wrap-up of an inspiring conversation about the evolution of the GORE-TEX brand and its trajectory as an Ingredient Brand. To catch up, listen to Part 1 here.

This time Tomas Vucurevic and Achim Löffler, Global Business Leader at W. L. Gore & Associates, are moving from the past towards the future of the GORE-TEX brand. Achim highlights the integration of circular economy principles and the brand's transition towards responsible performance, balancing product excellence with environmental responsibility. Key topics include innovative collaborations for recycled textiles, a new environmentally-friendly material platform (ePE), and the exploration of new business models like garment rental. The episode highlights GORE-TEX’s commitment to evolving with market demands while significantly reducing its environmental footprint through strategic sustainability efforts.

Mentioned in the episode:

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Subscribe, like, and share HeroInside and help others get more value for their innovation.

After listening, share your opinion, thoughts, and questions ⁠on LinkedIn⁠.

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THEMES AND TIMESTAMPS

0:00:00 - Introduction and summary of part 1

0:02:41 - Extending performance positioning towards responsive performance

0:06:21 - Five key areas of GORE-TEX’s action for responsible performance

0:07:09 - In a company, whose role is sustainability?

0:08:43 - Collaborating with BIONIC and Patagonia

0:10:58 - ePE new material platform, sustainable innovation

0:13:39 - GORE-TEX Outerwear on Demand program

0:16:39 - The role of fashion, younger audience, and eco design

0:19:45 - Reducing environmental impact, Scope 3, 2 and 1

0:22:55 - Summary of the double feature

0:23:23 - Leveraging investments to create a successful Ingredient Brand, pull VS push marketing

0:28:15 - Achim’s guest nomination

Enjoy and subscribe to this channel so you don’t miss the Season 2 release in fall 2024.

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KEEP FOLLOWING THE JOURNEY OF THE GUESTS

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QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS

If you have any questions or ideas, please reach out through ⁠⁠[email protected]⁠⁠.

Welcome to the season finale of the Season 1 of HeroInside Ingredient Branding Podcast! Join Tomas Vucurevic as he dives deep into the secrets of successful Ingredient Branding with Achim Löffler, Global Business Leader from W. L. Gore & Associates, famed for their iconic GORE-TEX Brand. Together, they delve into the rich history and influential strategies that have cemented GORE-TEX Brand as a powerhouse in Ingredient Branding. From its beginnings to its current status as a market leader, they explore key topics such as the evolution of brand partnerships, the role of the pivotal and legendary "Guaranteed To Keep You Dry" promise, broad applicability and product diversification, their D2C brands, and the continuous innovation that drives GORE-TEX Brand forward. Join us for a comprehensive look at how enduring partnerships and strategic evolution contribute to the lasting success of a brand.

Mentioned in the episode:

Ingredient Brand Generational Model: https://www.braind.co/blog/generational-model-of-ingredient-brands

Evolution Of A Promise: Guaranteed To Keep You Dry -

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Subscribe, like, and share HeroInside and help others get more value for their innovation.

After listening, share your opinion, thoughts, and questions ⁠on LinkedIn⁠.

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THEMES AND TIMESTAMPS

0:03:22 - Introduction

0:04:37 - Early days of GORE-TEX: from ePTFE discovery to Marmot

0:07:39 - “Guaranteed to keep you dry” brand promise, trust

0:12:46 - Brand building in the 80s and 90s

0:16:11 - Partnerships with retailers

0:17:24 - New product forms and technologies

0:18:40 - Footwear business, GORE‑TEX INVISIBLE

0:20:02 - Broad availability and diverse product

0:22:03 - Direct-to-consumer shift with GOREWEAR

0:25:43 - SITKA Gear brand acquisition and new market

0:27:41 - Preview of topics for the next sustainability and

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KEEP FOLLOWING THE JOURNEY OF THE GUESTS

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SUBSCRIBE ELSEWHERE

QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS

If you have any questions or ideas, please reach out through ⁠⁠[email protected]⁠⁠.