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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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.