In this episode of the HeroInside Ingredient Branding Podcast, we welcome Mikael Eydt, co-founder of Beyond Leather, the company behind Leap - a next-generation material made from apple waste. We explore how Leap grew from a university experiment into a recognized Ingredient Brand, what it really takes to integrate a new material into existing manufacturing, and how thoughtful partnerships (like the iconic Danish furniture brand TAKT) can accelerate market adoption. Mikael shares candid lessons on pricing, scalability, transparency, and why he avoids the “vegan leather” label in favor of building a distinct category for next-gen materials. This episode is essential for innovators, material founders, and anyone interested in how purpose-driven materials become credible ingredient brands.
Themes & Timestamps:
02:11 – Where Leap is today
03:06 – Origin story: from apple waste to a material brand
05:26 – Timeline & surprises: speed, detours, and what he’d do differently
07:03 – Breakthrough with TAKT: why the right partner matters
09:18 – Beyond a capsule: portfolio-wide adoption vs PR stunts
11:01 – Integrating Leap into existing supply chains (Weishin, scale, fit)
15:23 – Terminology: should non-animal materials be called “leather”?
18:04 – Animal welfare & broader sustainability lens
20:09 – Bio-content, performance, price: coexistence over conflict
23:03 – Market reality: funding shifts, demand signals, and staying focused
26:01 – What’s next for Leap
27:46 – Founder challenge: ingredient brand vs big brand “competition”
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Keep following the journey of the guest
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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 podcast@braindery.com, 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.
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
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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 podcast@braindery.com, 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.
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
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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 podcast@braindery.com, 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.
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 neurone disease
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 ZRO
31:40 – Guests’ Ingredient Brand challenge
33:55 – Guest recommendations
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Keep following the journey of our guests
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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 podcast@braindery.com, 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.
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.
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Themes and Timestamps
02:45 – Florian’s origin story
04:49 – How Clim8 technology works
06:14 – Prioritizing user experience and technical difficulties
09:15 – First brand partnership with Odlo and Ingredient Branding’s role
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,’ learning from other industries and partners
22:57 – Tsunami of sustainability regulations and legislations
26:40 – Introducing DIGITAG
28:39 – What’s next for Clim8?
31:22 – Ingredient branding challenge
33:52 – Guest recommendation
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Enjoy and subscribe to keep up with new episodes!
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Keep Following the Journey of Our Guests
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Subscribe Elsewhere
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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 podcast@braindery.com, 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.
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.
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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!
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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
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Enjoy and subscribe to keep up with new episodes!
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Keep Following the Journey of Our Guests
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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, 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.
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.
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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.
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 🔸Noel Hall (Bast Fibre Technologies): Addressing the preferred materials gap with Sero™ - the first regenerative Ingredient Brand
🔸Ulrika Björk (Polygiene): From antimicrobial tech to mindful living
🔸Angeline Elfström, Johannes Bogren (Södra): OnceMore® - Reimagining Textile Waste as a NextGen Material 🔸Achim Löffler (W. L. Gore & Associates): GORE-TEX - The iconic Ingredient Brand’s journey to responsible performance: part 1, part 2
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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
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Stay Connected
For queries or collaboration opportunities, reach out at podcast@braindery.com. 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
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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 podcast@braindery.com. 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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QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS
If you have any questions or ideas, please reach out through podcast@braindery.com. We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through podcast@braindery.com and we'll get back to you as soon as possible.
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The 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. First as Global Brand Manager for Gore-Tex and since 2011 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 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 - https://www.gore-tex.com/blog/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.
---
THEMES AND TIMESTAMPS
0:03:22 - Introduction
0:04:37 - Early days of GORE-TEX: from ePTFE discovery to Marmot and NORRØNA partnerships
0:07:39 - “Guaranteed to keep you dry” brand promise, trust as a brand value
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 FIT
0:20:02 - Broad availability and diverse product applications
0:22:03 - Direct-to-consumer shift with GOREWEAR
0:25:43 - SITKA Gear brand acquisition and new market segment
0:27:41 - Preview of topics for the next sustainability and future-fit focused episode
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KEEP FOLLOWING THE JOURNEY OF THE GUESTS
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SUBSCRIBE ELSEWHERE
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QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS
If you have any questions or ideas, please reach out through podcast@braindery.com. We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through podcast@braindery.com and we'll get back to you as soon as possible.
---
The 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. Follow Tomas on LinkedIn
In this episode, Tomas Vucurevic sits down with Angeline Elfström and Johannes Bogren from Södra to discuss their innovative approach to sustainability through their OnceMore® brand, an innovative enabler of a circular textile system without loose ends. From navigating complex legislation to scaling up production capacity, they delve into the challenges and opportunities in creating a more sustainable textile industry. With successful collaborations with brand partners such as Jack and Jones, Bestseller, Filipa K, Vila, and Lindex, they have proven that the world of fashion is ready for NextGen fashion solutions. Tune in to discover how Ingredient Branding is driving change in their journey.
---
Subscribe, like, and share HeroInside and help others get more value for their innovation.
After listening, share your opinion, thoughts, and questions on LinkedIn.
---
THEMES AND TIMESTAMPS
00:30 Introduction of the guests
03:38 Södra's focus on sustainability and connection to Swedish Forest Association
06:52 Impact of OnceMore® as an Ingredient Brand in promoting the circular economy
09:43 Jack and Jones collaboration, 2 years of the Ingredient Branding journey
12:09 How the brand impacts the team, employees, the culture
13:34 Communicating with brands as a pulp producer
15:21 What is OnceMore’s Return-Revive-Reduce process
18:23 Collaborating with brands, mills, hotels, and other partners
21:29 Reflections on partnerships, plans for the future, differences between the US and EU market stance on sustainability
24:05 How legislation is affecting the textile and fashion industry,
27:30 Concerns about legislation creating barriers for new and small brands
28:57 Scaling NextGen materials, scaling production capacity, OnceMore's approach to providing a drop-in solution
33:05 OnceMore’s biggest challenge in Ingredient Branding
36:47 Recommendation for future guest
Enjoy and subscribe to this channel and keep up with the new episodes!
-----
KEEP FOLLOWING THE JOURNEY OF THE GUESTS
---
SUBSCRIBE ELSEWHERE
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QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS
If you have any questions or ideas, please reach out through podcast@braindery.com. We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through podcast@braindery.com and we'll get back to you as soon as possible.
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The 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. Follow Tomas on LinkedIn
In Episode 4 of the HeroInside Ingredient Branding Podcast, we host Seth Casden from Santa Monica, California. Seth is the CEO of Hologenix LLC; the makers of the CELLIANT® brand, the world leader in infrared performance materials that convert body heat into infrared energy. Join us as we discover how they have successfully built an Ingredient Brand over the course of 20+ years, gaining worldwide recognition and impressive partnerships with the likes of Decathlon and Under Armour.
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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
01:08 - Introduction
02:49 - What is infrared technology
05:31 - Measuring the impact of infrared technology
07:14 - Validating the science behind CELLIANT® over 20 years
10:38 - Strategic partnership with Under Armour
13:21 - Collaboration with Decathlon
16:45 - CELLIANT®'s contribution to health and wellness
19:19 - CELLIANT®'s wide range of applications
23:36 - Differentiation problems in brand building
27:29 - Brand ambassadors, working with Tom Brady
29:36 - Power of Ingredient Branding
32:59 - Creating a demand for an Ingredient Brand
39:10 - Future guest recommendation
Enjoy and subscribe to this channel and keep up with the new episodes!
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KEEP FOLLOWING THE JOURNEY OF THE GUEST
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SUBSCRIBE ELSEWHERE
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QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS
If you have any questions or ideas, please reach out through podcast@braindery.com. We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through podcast@braindery.com and we'll get back to you as soon as possible.
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The 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. Follow Tomas on LinkedIn
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:
Mentioned in the episode:
The Polygiene experiment with local fishmongers.
Subscribe, like, and share HeroInside and help others get more value for their innovation.
THEMES AND TIMESTAMPS
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
SUBSCRIBE ELSEWHERE
QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS
If you have any questions or ideas, please reach out through podcast@braindery.com. We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through podcast@braindery.com and we'll get back to you as soon as possible.
The 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. Follow Tomas on LinkedIn
Welcome to episode 2 of HeroInside, the first and only Ingredient Branding podcast. This episode is hosted by Tomas Vucurevic, arguably the world’s most influential global Ingredient Branding expert. This time, Tomas is joined by Noel Hall, the Executive Chairman of Bast Fibre Technologies from Victoria, British Columbia. BFT is a regenerative material systems company addressing the preferred materials gap in global fabric production. Their Sero® Ingredient Brand has embarked on becoming the first regenerative Ingredient Brand for next-generation natural performance fibers. Enjoy the conversation full of insightful perspectives on how we can overcome the preferred materials gap and make the next generation of materials accessible and affordable. Some of the topics covered in this episode include:
- Understanding the state of preferred materials - What organizations and institutions such as Textile Exchange, Ellen McArthur, BCG, McKinsey, and others are noticing about the textile industry, especially trends in recycling and circularity. - The importance of making NextGen materials accessible and affordable through mainstream collections - The role and potential of co-innovation and collaboration - Inventing and producing new things versus innovating by using what already exists through eco-design - Tapping into new markets such as personal hygiene: the state of the period care market and the success of working with like-minded consumer brands - The regenerative business, considering everything from crops and farms to the end of life of the product - Fighting eco-anxiety and countering negative campaigning by facilitating positive change - The worrying rise in the supply-demand gap for preferred raw materials to as much as 130 million tons - Evidence-based marketing and the fight against greenwashing in the face of increasing regulation
Subscribe, like, and share HeroInside and help others get more value for their innovation. After listening, share your opinion, thoughts, and questions on LinkedIn. THEMES AND TIMESTAMPS
02:56 - Moving from the healthcare industry and agency world to the fabric market 05:32 - Importance of NextGen materials and raw materials 07:34 - 3 factors influencing the materials gap 09:57 - Legislation in textile sector and greenwashing 12:52 - Scaling NextGen materials using known technology 15:53 - Consumer trends, period care market, and material innovation 20:15 - From sustainability to regeneration 24:30 - What are preferred materials? (Climate+, regenerative agriculture) 28:35 - 2 types of preferred materials, the future of recycling synthetics 32:09 - How to make it as an Ingredient Brand? 36:07 - Mountain biking and Ingredient Brands
Enjoy and subscribe to this channel and keep up with the new episodes! ----- KEEP FOLLOWING THE JOURNEY OF THE GUEST
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SUBSCRIBE ELSEWHERE
----- QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS
If you have any questions or ideas, please reach out through podcast@braindery.com. We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through podcast@braindery.com and we'll get back to you as soon as possible. -----
----- The 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. 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. Follow Tomas on LinkedIn.
Welcome to episode 1 of HeroInside, the first and only Ingredient Branding podcast. This episode is hosted by Tomas Vucurevic, arguably the world’s most influential global Ingredient Branding expert. Tomas is joined by Giulio Bonazzi, the visionary behind the ECONYL® brand which was pronounced ‘fashion’s favorite material’ by Business Vogue. As the Chairman and CEO of Aquafil SpA, Mr. Bonazzi has spearheaded the creation of ECONYL®, a regenerative nylon derived from nylon waste. Some of the topics discussed in this episode: - What is the ROI of Ingredient Branding - Why is eco-design or design for product remanufacturing crucial for real sustainability - How can real circularity be reached - How to successfully communicate with end-consumers and not just brands - Navigating the European Green Deal - Attracting and retaining top industry talent Subscribe, like, and share HeroInside and help others get more value for their innovation.
After listening, share your opinion, thoughts, and questions on LinkedIn.
Topics and timestamps 3:20 - Introduction and what is ECONYL®? 4:49 - Why opt for Ingredient Branding as a go-to-market model? 6:22 - Beginnings of ECONYL ® (nylon6, fishing nets, carpet, and automotive industry) 7:58 - Reactions of employees and customers to Ingredient Branding 10:50 - Role of Ingredient Branding for employee branding 13:36 - Steps of Ingredient Branding, B2B2C communication, and the role of consistency 16:46 - Signs of success: collaboration with Kelly Slater and Stella McCartney 20:04 - The ROI of Ingredient Branding 22:40 - The future of ECONYL® and the role of collaboration 25:09 - Sustainability efforts, legislation, and fighting greenwashing 28:53 - Is Ingredient Branding worth it? 30:24 - The challenge of differentiation and scaling 31:43 - Supplier exclusivity vs. non-exclusivity 35:39 - Changing the nature of business of fast fashion brands Enjoy and subscribe to this channel and keep up with the new episodes!
KEEP FOLLOWING THE JOURNEY OF THE GUEST
SUBSCRIBE ELSEWHERE
QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS
If you have any questions or ideas for us, please reach out through podcast@braindery.com.
We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through podcast@braindery.com and we'll get back to you as soon as possible.
HeroInside Podcast is created under the BRAINDERY. The 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.
Follow Tomas on LinkedIn.
Welcome to episode 0 of HeroInside, the first and only Ingredient Branding podcast. In this introductory episode Tomas Vucurevic, arguably the world’s most influential global Ingredient Branding expert, is interviewed by Noah Charney, an internationally best-selling author, about the purpose and motivation for establishing this podcast.
Tomas is the founder and managing director of BRAIND®, and one of the leading global experts in Ingredient Branding. He accumulated 25+ years of experience in brand and marketing leadership roles for global brands such as Motorola and Swatch. For almost a decade, Tomas was in charge as the global brand manager for one of the world’s most famous Ingredient Brands, Gore-Tex®.
Some of the key topics Tomas and Noah explore in this episode include:
Subscribe, like, and share Hero Inside and help others get more value for their innovation.
After listening, share your opinion, thoughts, and questions on LinkedIn.
Topics and timestamps
02:12 - What is Ingredient Branding?
05:02 - Overcoming the weak position of an ingredient supplier or manufacturer
06:54 - Started as a Global Brand Manager at Gore-Tex®
08:19 - Early days of performance-focused Ingredient Branding
09:39 - State of Ingredient Branding now, Next Generation Ingredient Brands
11:27 - Establishing BRAIND® - Ingredient Branding Strategy Consultancy
13:06 - First clients: Primaloft and ECONYL®
14:31 - Which are the most successful Ingredient Brands?
16:27 - The story of Gorilla® Glass
17:51 - Ingredient Brands to look out for in the future
19:42 - Collaboration as the future way to success
21:46 - Why starting this podcast
23:17 - What is the BRAINDERY?
24:00 - Outlook for Season One of the podcast
SUBSCRIBE ELSEWHERE
QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS
If you have any questions or ideas for us, please reach out through podcast@braindery.com.
We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through podcast@braindery.com and we'll get back to you as soon as possible.
HeroInside Podcast is created under the BRAINDERY. The 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.
Follow Tomas on LinkedIn.
HeroInside, the first Ingredient Branding podcast is airing on January 18th, 2023.
Subscribe and be one of the first ones to listen to the first episode in which Noah Charney, a best-selling author, will be interviewing Tomas Vucurevic, one of the most well-known Ingredient Branding experts.
BRAIND website: https://www.braind.co/
The BRAINDERY website: https://www.braindery.com/
LinkedIn: https://www.linkedin.com/company/braind-ingredient-brand-strategy-consulting