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

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After listening, share your opinion, thoughts, and questions ⁠on LinkedIn⁠.

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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.

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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

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QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS

If you have any questions or ideas, please reach out through ⁠⁠podcast@braindery.com⁠⁠.
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• ⁠⁠⁠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.

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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. 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