In Episode 3 of HeroInside Ingredient Branding Podcast, we host Ulrika Björk, the CEO of Polygiene Group from Sweden. Polygiene has created based on its antimicrobial technology solutions a meaningful brand that encourages people to a more mindful living. Join us as we explore how Polygiene enables consumers to reduce their environmental footprint while delving into Ulrika's passion for the company's journey since its foundation 10 years ago.
Some of the topics covered in this episode include:
How values shape company culture and brandstrategy
Collective action and consumer participation inenvironmental efforts
Polygiene’s Ingredient Brand-building journeyand the key to success
How to come after an acquisition to oneoverarching brand promise
Moving from negative campaigning to positivemessaging
Moving from feature and benefits-basedcommunications to a broader story
Providing clients with comprehensive marketingand communication tools
How global crisis can stimulate the rise of newtechnologies
Handling a broad range of technology applicationand moving into new categories
Plant-based technology innovation
Product viability: chemical compliance,performance, price structure
Collaborating with academia and NGOs to developa new solution for microshedding
Mentioned in the episode:
The Polygiene experiment with local fishmongers.
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01:00 - Ulrika's passion for sustainability and Polygiene's role
03:50 - Ingredient Branding journey, disruptive change as both personal and company goal
05:24 - Shifting the narrative: from stink to freshness
07:55 - Polygiene-treated Diesel’s SECOND HAND initiative
08:33 - Response to pandemic with ViralOff™
10:06 - Shifting the focus from performances to purpose
12:04 - Environmental footprint of products and the role of consumers
14:28 - The Malmö fishmongers T-shirt challenge
15:17 - Consumer testimonials and proof of technology performance
15:48 - Sales, marketing, and brand partner support
17:04 - Expansion to various industries and broad applicability
19:12 - Polygiene’s recipe for successful Ingredient Branding
21:35 - A/B testing with retailers
22:19 – The background StayFreshBIO™ antimicrobial technology
24:34 - What we can learn from Bluetooth
25:54 - ShedGuard™ - microfiber shedding and testing a new technology
29:04 - Ulrika’s biggest Ingredient Branding challenge at the moment
KEEP FOLLOWING THE JOURNEY OF THE GUEST
Polygiene Group website
Polygiene Group on LinkedIn
Ulrika Björk on LinkedIn
YouTube
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BRAIND website
The BRAINDERYThe BRAINDERY is the education and community platform of BRAIND®. It is a space for collaborative learning providing tools to the Ingredient Branding community such as the first Ingredient Branding MasterClass and the HeroInside podcast.
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.
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