Shows
HeroInside - the first Ingredient Branding podcast#12 Joachim Fiedler (FIDLOCK): From opera to innovation - a cellist's journey to founding FIDLOCKIn 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....
2025-04-0831 minHeroInside - the first Ingredient Branding podcast#11 Magnus Granhed (RECCO): Outdoor safety for all - 40 years of RECCO Rescue SystemsIn this episode of the HeroInside Ingredient Branding Podcast, we welcome Magnus Granhed, founder of RECCO Rescue Systems, the pioneering Ingredient Brand in search and rescue technology. This conversation uncovers how a tragic avalanche accident led Granhed to develop a breakthrough radar system now used by nearly 1,000 ski resorts and mountain rescue organizations worldwide.Magnus shares the journey of building RECCO into an industry standard, collaborating with leading outdoor brands, and expanding beyond winter sports into year-round rescue applications. He also emphasizes the power of collaboration, industry partnerships, and the story of collaboratively crafting their powerful brand...
2025-03-0425 minHeroInside - the first Ingredient Branding podcast#10 Marcus Hoenig, Alex Yellowley (RE ZRO): Serial entrepreneurship in Ingredient Branding - from D3O to RE ZROIn Episode 10, we welcome Marcus Hernig and Alex Yellowly, co-founders of RE ZRO®, an Ingredient Brand that is revolutionizing impact protection with sustainable and innovative materials. This episode explores the critical factors behind their success in the sports tech industry and Ingredient Branding. Together, they provide insight into RE ZRO's rapid evolution and underscore the importance of sustainable practices and strategic partnerships in building a successful brand. From overcoming industry challenges to leading sustainability efforts, Marcus and Alex provide invaluable insights for Ingredient Brand experts, brand managers, entrepreneurs, and innovators alike.
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2025-01-2837 minHeroInside - the first Ingredient Branding podcast#9 Florian Miguet (Clim8): Heating up innovation - how Clim8 is creating wearable techThe 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 ne...
2024-12-0238 minHeroInside - the first Ingredient Branding podcast#8 Prof. Dr. med. Alexander Muacevic (ERC Munich): Ingredient Branding in medicine - high precision tumor treatment with advanced radiosurgeryTomas 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...
2024-10-2340 minHeroInside - the first Ingredient Branding podcast#7 Liz Bui, Jeff Martin (Yulex): Harnessing Nature - The Yulex Mission to Replace Petroleum-Based ProductsIn 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.
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2024-09-2634 minHeroInside - the first Ingredient Branding podcastHow is sustainability shaping the textile industry? (Mini episode)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.
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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 (Polygi...
2024-08-3106 minHeroInside - the first Ingredient Branding podcastWhat is the value of Ingredient Branding? (Mini episode)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...
2024-08-1605 minHeroInside - the first Ingredient Branding podcast#6, Part 2 - Achim Löffler (W. L. Gore & Associates): GORE-TEX - The iconic Ingredient Brand’s journey to responsible performanceWelcome 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 f...
2024-07-0232 minHeroInside - the first Ingredient Branding podcast#6, Part 1 - Achim Löffler (W. L. Gore & Associates): GORE-TEX - The iconic Ingredient Brand’s journey to responsible performanceWelcome 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 D...
2024-06-2531 minHeroInside - the first Ingredient Branding podcast#5 Angeline Elfström, Johannes Bogren (Södra): OnceMore® - Reimagining Textile Waste as a NextGen MaterialIn 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 Bra...
2024-05-2239 minHeroInside - the first Ingredient Branding podcast#4 Seth Casden (CELLIANT®): Becoming the first wellness Ingredient BrandIn 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.
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2024-04-2342 minHeroInside - the first Ingredient Branding podcast#3 Ulrika Björk (Polygiene): From antimicrobial tech to mindful livingIn 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 I...
2024-03-1934 minHeroInside - the first Ingredient Branding podcast#2 Noel Hall (Bast Fibre Technologies): Addressing the preferred materials gap with Sero™ - the first regenerative Ingredient BrandWelcome 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 mak...
2024-02-2140 minHeroInside - the first Ingredient Branding podcast#1 Giulio Bonazzi (Aquafil): How ECONYL® became fashion’s favourite eco-friendly materialWelcome 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 fo...
2024-01-2339 minHeroInside - the first Ingredient Branding podcast#0 Meet the Host: Tomas Vucurevic, the Global Ingredient Branding ExpertWelcome 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...
2024-01-1826 minHeroInside - the first Ingredient Branding podcastIntroduction: HeroInside, the first Ingredient Branding podcastHeroInside, 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
2024-01-1600 min