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

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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.