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