HeroInside - the first Ingredient Branding podcast

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 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 ________________________________________ Enjoy and subscribe to keep up with new episodes! ________________________________________ Keep Following the Journey of Our Guests Florian Miguet on LinkedIn Clim8 Website DIGITAG Website Clim8 LinkedIn ________________________________________ Subscribe Elsewhere ⁠YouTube⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠Google Podcasts⁠⁠⁠⁠⁠ ⁠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 podcast@braindery.com, and we'll get back to you. ________________________________________ ⁠⁠⁠⁠BRAIND website⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠The BRAINDERY⁠⁠⁠⁠⁠ 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 ERC Munich website⁠⁠ Alexander Muacevic on LinkedIn ________________________________________ Subscribe Elsewhere ⁠YouTube⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠Google Podcasts⁠⁠⁠⁠⁠ ⁠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, and we'll get back to you. ________________________________________ ⁠⁠⁠⁠BRAIND website⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠The BRAINDERY⁠⁠⁠⁠⁠ 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 Dr. Liz Bui on LinkedIn Jeff Martin on LinkedIn Yulex Website Yulex LLC on LinkedIn ________________________________________ Subscribe Elsewhere YouTube⁠⁠⁠⁠⁠ ⁠⁠⁠⁠Google Podcasts⁠⁠⁠⁠ 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, and we'll get back to you. ________________________________________ ⁠⁠⁠BRAIND website⁠⁠⁠⁠ ⁠⁠⁠⁠The BRAINDERY⁠⁠⁠⁠ 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

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: Ingredient Brand Generational Model Patagonia: Great Chemistry --- 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 0:00:00 - 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. ----- KEEP FOLLOWING THE JOURNEY OF THE GUESTS GORE-TEX Brand website⁠⁠ W. L. Gore & Associates website Achim Löffler on LinkedIn GORE-TEX Brand on LinkedIn W. L. Gore & Associates on LinkedIn GOREWEAR SITKA Gear --- SUBSCRIBE ELSEWHERE ⁠⁠⁠⁠YouTube⁠⁠⁠⁠ ⁠⁠⁠Google Podcasts⁠⁠⁠ ⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠ ⁠⁠⁠⁠Castbox⁠⁠⁠⁠ --- 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. --- ⁠⁠⁠BRAIND website⁠⁠⁠⁠ ⁠⁠⁠⁠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. 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 --- 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 ----- KEEP FOLLOWING THE JOURNEY OF THE GUESTS GORE-TEX Brand website⁠⁠ W. L. Gore & Associates website Achim Löffler on LinkedIn GORE-TEX Brand on LinkedIn W. L. Gore & Associates on LinkedIn GOREWEAR SITKA Gear --- SUBSCRIBE ELSEWHERE ⁠⁠⁠⁠YouTube⁠⁠⁠⁠ ⁠⁠⁠Google Podcasts⁠⁠⁠ ⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠ ⁠⁠⁠⁠Castbox⁠⁠⁠⁠ --- 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. --- ⁠⁠⁠BRAIND website⁠⁠⁠⁠ ⁠⁠⁠⁠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

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 OnceMore® website⁠⁠ OnceMore® on LinkedIn Angeline Elfström on LinkedIn⁠ Johannes Bogren on LinkedIn --- SUBSCRIBE ELSEWHERE ⁠⁠⁠⁠YouTube⁠⁠⁠⁠ ⁠⁠⁠Google Podcasts⁠⁠⁠ ⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠ ⁠⁠⁠⁠Castbox⁠⁠⁠⁠ --- 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. --- ⁠⁠⁠BRAIND website⁠⁠⁠⁠ ⁠⁠⁠⁠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

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. --- 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 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! ----- KEEP FOLLOWING THE JOURNEY OF THE GUEST ⁠Hologenix LLC website⁠⁠ CELLIANT® website Hologenix LLC on LinkedIn CELLIANT® on LinkedIn Seth Casden on LinkedIn⁠ --- SUBSCRIBE ELSEWHERE ⁠⁠⁠YouTube⁠⁠⁠ ⁠⁠Google Podcasts⁠⁠ ⁠⁠⁠Apple Podcasts⁠⁠⁠ ⁠⁠⁠Castbox⁠⁠⁠ --- 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. --- ⁠⁠BRAIND website⁠⁠⁠ ⁠⁠⁠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

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 brand strategy Collective action and consumer participation in environmental efforts Polygiene’s Ingredient Brand-building journey and the key to success How to come after an acquisition to one overarching brand promise Moving from negative campaigning to positive messaging Moving from feature and benefits-based communications to a broader story Providing clients with comprehensive marketing and communication tools How global crisis can stimulate the rise of new technologies Handling a broad range of technology application and moving into new categories Plant-based technology innovation Product viability: chemical compliance, performance, price structure Collaborating with academia and NGOs to develop a new solution for microshedding 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 ⁠Polygiene Group website⁠⁠ Polygiene Group on LinkedIn Ulrika Björk on LinkedIn⁠ SUBSCRIBE ELSEWHERE ⁠⁠⁠YouTube⁠⁠⁠ ⁠⁠Google Podcasts⁠⁠ ⁠⁠⁠Apple Podcasts⁠⁠⁠ ⁠⁠⁠Castbox⁠⁠⁠ 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. ⁠⁠BRAIND website⁠⁠⁠ ⁠⁠⁠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 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 ⁠Bast Fibre Technologies website⁠⁠ sero™ website Noel Hall's LinkedIn⁠ ----- SUBSCRIBE ELSEWHERE ⁠⁠YouTube⁠⁠ ⁠Google Podcasts⁠ ⁠⁠Apple Podcasts⁠⁠ ⁠⁠Castbox⁠⁠ ----- 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. ----- ⁠BRAIND website⁠⁠ ⁠⁠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. 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 ECONYL® website Aquafil website Giulio Bonazzi on LinkedIn SUBSCRIBE ELSEWHERE ⁠YouTube⁠ Google Podcasts ⁠Apple Podcasts⁠ ⁠Castbox⁠ 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. ⁠BRAIND website⁠ ⁠The BRAINDERY⁠ 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: Role of DuPont in Ingredient Branding Why do all brands want to be like Gore-Tex® and why that's not easy to achieve Evolution of Ingredient Branding Contribution of Gorilla® Glass to the success of the iPhone. How brands can navigate the material gap. What will a regenerative economy bring to the table. 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 YouTube Apple Podcasts Castbox 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. BRAIND website The BRAINDERY 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

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 -------- 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 podcast@braindery.com. Explore our resources and join the conversation on the BRAIND website and The BRAINDERY for ongoing learning in Ingredient Branding. ⁠LinkedIn⁠ ⁠BRAIND website⁠ ⁠What is Ingredient Branding⁠ ⁠The BRAINDERY website⁠ -------- 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 -------- 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. LinkedIn BRAIND website What is Ingredient Branding The BRAINDERY website -------- 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.