BRAIND® Ingredient Brand Strategy Consulting

It's a wrap! 🎊 Season 1 of the HeroInside Ingredient Branding Podcast ends with a finale featuring Achim Loeffler of W. L. Gore & Associates. In this episode, we dive deep into the future strategies of the iconic GORE-TEX Brand, focusing on sustainability and innovative business models like garment rental and new material platforms. As we discuss the shift towards Responsible Performance, Achim shares how GORE-TEX balances product excellence with significant environmental responsibility, setting the stage for a sustainable future in the apparel and footwear industries. Listen to Part 1 and 2 here: 🔸Podcast platforms: https://lnkd.in/d_aGqMs7 🔸YouTube: https://lnkd.in/dewuNufw We're taking a short break and will return in September 2024 with more incredible guests and insightful discussions. If you've enjoyed Season 1, please take a moment to rate the show, subscribe, and share it with your colleagues. 💭

We end Season 1 of the HeroInside Ingredient Branding Podcast with a bang: a double feature with Achim Loeffler, Global Business Leader at W. L. Gore & Associates. In the first part, Tomas Vucurevic and Achim look at the early days of the GORE-TEX Brand and how it developed over almost 50 years. You can expect a discussion about the evolution of an iconic Ingredient Brand: how GORE-TEX was founded in the 70s and how it has managed to stay ahead of the game through many market and technology changes through close brand partnerships, collaborations, broad applications, and product diversity, direct-to-consumer expansion and, of course, its legendary GUARANTEED TO KEEP YOU DRY promise. Tune in and enjoy the episode, and subscribe now to not miss part two in a week’s time, which will continue with insights into the brand’s future fitness, a new material platform, and responsible performance. Listen to the episode here: 🔸Podcast platforms: https://lnkd.in/d_aGqMs7 🔸YouTube: https://lnkd.in/dewuNufw Don’t forget to rate the show, subscribe, and share the episode with your colleagues.

We are proud to announce that our Founder and Managing Director Tomas Vucurevic joins the ranks of esteemed guests in the hall of fame of German-speaking branding discussions on the Markenkraft Podcast, hosted by the remarkable Olaf G. Hartmann 🚀! This special 90-minute episode dives deep into the nuances of Ingredient Branding. We are honored that Olaf dedicated a spotlight to this business model, showcasing his exceptional hosting skills and refusing to skim the surface. Tune in now and let yourself be inspired by their compelling conversation!

Notable developments on the #sustainability legislation front are out and Ingredient Brands can't afford to look away. The Council of the EU is gearing up for critical discussions with the European Parliament to finalize the new EU Green Claims Directive. Aimed at boosting transparency, this directive is a significant stride towards ensuring that businesses provide clear and verified environmental impact information. A revealing 2020 study showed that over half of the environmental claims made by businesses were unclear or misleading. Meanwhile, an overwhelming 90% of Europeans are advocating for more stringent regulations on environmental impact claims, prompting the directive to establish standards for clarity and verification. Key takeaways for Ingredient Brands: 🔹Verification First: Environmental claims and labels must now undergo pre-approval through third-party verification. 🔹Clear Scientific Evidence: Claims and labels must be explicit, utilizing the latest science to substantiate attributes like durability, recyclability, and biodiversity. 🔹Simplified Compliance: EN ISO 14024 type 1 eco-labels recognized in any EU state are exempt from verification, simplifying market access. 🔹Transparency and Disclosure: Climate-related claims, often based on carbon credits from external sources like forestry or renewable energy projects, now require detailed disclosure about the type, quantity, and duration of the carbon credits used. As we embrace the new EU Green Claims Directive, it's crucial to understand its impact on our strategies, supply chain, and operations. How are you preparing your business for these changes? What challenges or uncertainties are you facing with the directive’s implementation? Share your thoughts in the comments below. 💬 #greenclaimsdirective #greenwashing #ingredientbranding

OnceMore® from Södra is an admirable example of a raw material producer who has discovered the opportunity to become an Ingredient Brand and is making it work incredibly well! Just a few years after establishing themselves as an Ingredient Brand, they have secured brand partnerships with Jack & Jones, Vila, Lindex, Object, and others. They are now in the process of scaling up capacity to produce up to 60,000 tonnes of OnceMore pulp per year. Catch up with our latest episode of HeroInside Ingredient Branding Podcast and enjoy the dynamic conversation between Johannes Bogren, Angeline Elfström and Tomas Vucurevic. 🔹Podcast platforms: https://lnkd.in/d7R4rhnG 🔹Youtube: https://lnkd.in/d8SDUeiz Share this post with your colleagues and subscribe to the podcast to not miss the final episode of our first season, in which we talk to one of the best-known Ingredient Brands around - GORE-TEX Brand.

Newsletter Volume 2 has just been released! This time we tackle the everso-hot topic of Next-Gen materials and their impact on reducing Scope 3 emissions as a means toward a green transition. This issue features some of the most notable Ingredient Brand initiatives at the moment, including Sero™ & Mewalii, Recyc'Elit🌍, CELLIANT®, RE&UP Recycling Technologies, QIRA, SENSIL®, OceanSafe, and revoltech. Enjoy the newsletter, share it with your network, and subscribe to not miss the next issue. Noel Hall Lars Bo Lauritzen Frederikke Dahl Simone Westergaard David Loncke Raouf Medimagh (PhD. Eng.) Seth Casden Michelle Lea Fabianne Pacini Andreas Dorner EBRU OZKUCUK GULER Fatih Konukoglu Nicolai Dorka Norbert Baum Lucas Fuhrmann Matthias Fuchs Paul MacDonald

That is so important for Next Generation Ingredient Brands. If you can actually not only be more sustainable and better to the planet, but outperform the material you are targeting to replace. Yulex LLC is unstoppable.

The new episode of the HeroInside Ingredient Branding Podcast dives deep into the world's first large-scale process for recycling blended fabrics: OnceMore® from Södra! Angeline Elfström, Business Development Manager at Södra, and Johannes Bogren, Vice President Södra Cell Bioproducts, tune in from Sweden to discuss: 🔸How OnceMore® transforms textile waste & wood pulp into high-quality materials. 🔸Why raw material producers & fashion brands need to work together for a more circular future. 🔸The challenges & opportunities in the world of sustainable textiles. ... and many other topics. This episode is a must-listen for anyone in the fashion industry looking to make a positive impact, just in time for Global Fashion Agenda's Global Fashion Summit in Copenhagen. Listen now and share it with your colleagues: Podcast platforms: https://lnkd.in/deSzZuTZ YouTube: https://lnkd.in/dfrHqnuN

60 YEARS OF THE ICONIC WOOLMARK LOGO. A ROLE MODEL FOR MANY, PERHAPS UNRIVALLED IN TERMS OF DESIGN QUALITY. CONGRATULATIONS. 

"Brands want innovation, they want a new story to tell. My passion and motivation was really that once people hear about CELLIANT®, they're going to want our technology, they're going to really need it." As Seth Casden describes, creating strong pull demand from the market is critical, and that's where strong brand partnerships play a key role. Tune in to the latest episode of the HeroInside Ingredient Branding Podcast to learn how CELLIANT® came to its successful partnerships with Decathlon Under Armour and BLACKROLL AG, among many other valuable topics. Listen to Episode 4 and subscribe to HeroInside. Podcast platforms: https://lnkd.in/deSzZuTZ YouTube: https://lnkd.in/dewuNufw #IngredientBranding #HeroInside