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

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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.