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BRANDERMAN

Hernán Braberman

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El diseño de packaging debería ser mucho más que vestir un producto. Bienvenido a BRANDERMAN, donde creemos que hay una mejor forma de diseñar packaging. Acompáñame en este viaje mientras intentamos descubrir lo que realmente se necesita para diseñar mejores envases. El buen diseño informa, seduce, crea una experiencia inmersiva, e incluso salva el planeta. Soy Hernán Braberman, director de diseño de la agencia tridimage, y te invito a conversar con expertos sobre el presente y futuro de las ...
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Roland Gurney runs Treacle, a team specializing in agency positioning, differentiation, and messaging. Treacle has worked with various agencies worldwide, from independent boutiques to major network names, and is on a mission to help agencies stand out and attract clients. In this episode, Roland explores the intricacies of crafting distinctive and…
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Alex Bane is the Founder & Chief Business Officer at Taxi Studio, an independent design firm with locations in Bristol and London. Alex is at the helm of Taxi's growth and international reputation, with a keen understanding of the intricate challenges brands face across various countries and sectors. In this episode, Alex delves into how Taxi Studi…
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William Caruso is Senior Marketing Scientist at the Ehrenberg-Bass Institute from Adelaide, Australia. In this episode, Will imparts valuable insights about the factors contributing to successful packaging redesigns. He shares his research findings on the impact of pack design consistency, the importance of familiarity in purchase decisions, and th…
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Para inaugurar la quinta temporada de BRANDERMAN, tuve el honor de ser entrevistado por Jesús Nuñez. Jesús es un empresario mexicano con enfoque en innovación alimentaria, negocios internacionales y tecnología. Se graduó con Mención Honorífica en la Licenciatura en Comercio Internacional con Especialidad en Agronegocios en el Tec de Monterrey. Curs…
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Charlotte Ellis Maldari is the founder of Kaffeen, an online platform dedicated to assisting design agencies in scaling their businesses. Kaffeen achieves this through accessible, cost-effective, and results-oriented resources. Since its establishment, Kaffeen has successfully aided over 900 agencies globally, furnishing them with tools for profici…
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Ale Ros es diseñador argentino referente del diseño de tapas de discos del rock, pop y electrónica en Latinoamérica. Realizó el arte de tapa de emblemáticos discos de rock y pop para Soda Stereo, Gustavo Cerati, Fito Paez, Luis Alberto Spinetta, Mercedes Sosa, Divididos, Vicentico, Miranda!, Juana Molina, Babasónicos y Damas Gratis, entre muchos ot…
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Ximena O’Reilly is Global head of design at Nestlé. Since her arrival at Nestlé in 2013, Ximena has spearheaded a design revolution, introducing innovative work methodologies, digital tools, and dynamic resource models. Together with her team, she ensures every department, regardless of its function, is equipped to drive brand-building activities, …
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Llegamos al episodio cincuenta del podcast BRANDERMAN, y para celebrarlo les traigo algo especial. Hoy los invitados son Adriana Cortese, Virginia Gines y Hernán Braberman, los tres socios fundadores de tridimage, y los anfitriones son Marco Sanguinetti y Pablo Bianchi. Marco Sanguinetti es Diseñador Industrial, Docente Especializado y Doctor en Di…
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Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos and adjunct professor at the University of California at Los Angeles. Emmanuel's background comprises over 17 years of market research and marketing experience with strong academic achievements. He is a Wall Street Journal and USA Today best-selling author of "Brand Hacks" and "Assem…
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Sylvia Vitale Rotta is the Founder & CEO of Team Creatif Group, an international brand design agency, with branches in the four corners of the globe. Sylvia's journey is nothing short of extraordinary. Born in Tanzania to Italian parents and educated at the prestigious Royal Art School in London, she embarked on a path that would eventually lead he…
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Marcos Iorio es un mentor y curador brasileño de innovación, ESG y economía circular, director de Circoolar proyectos regenerativos. Marcos es especialista en conectar la alta tecnología, la responsabilidad socioambiental y el modelado de negocios. Es Vicerrector del Centro de Ciencia y Desarrollo – Circula – de la Fundación de Apoyo a la Investiga…
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John Glasgow & Jonathan Kenyon are co-Founders of Vault49. After meeting at the London College of Printing in the early 2000’s, John & Jonathan founded Vault49. Initially an internationally renowned street art partnership, Vault49 has evolved into a holistic 360 brand experience and packaging design agency and counts Guinness, Baileys, and PepsiCo …
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Steve Lamoureux is the founder and CEO of Designalytics, a company focused on developing next-generation solutions for design performance measurement to help brands grow through design. As a former brand manager at Proctor and Gamble, Steve's passion for package design research led him to establish Designalytics in 2018 to realize his vision of syn…
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Martín Broen es vicepresidente de las disciplinas de innovación en diseño, diseño para la sostenibilidad y diseño de productos para PepsiCo en todas sus marcas a nivel mundial. Martín es un verdadero pensador sistémico centrado en la innovación y la resolución de problemas, responsable de más de 130 patentes y de la creación de una cartera completa…
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Jenni Romaniuk is a Research Professor and Associate Director at the Ehrenberg-Bass Institute, who is a trailblazer in Distinctive Asset and Mental Availability strategy and measurement. Jenni has provided advice to companies all around the world on evidence-based best practices for long-term brand management. She is the accomplished author of thre…
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Jon Marshall is a British industrial designer, partner at Pentagram, whose work fuses product design with strategy, branding, packaging and digital experiences. Jon joined Pentagram as a partner in 2018. Pentagram is a renowned multi-disciplinary, independently-owned design studio founded in 1972. Prior to joining Pentagram, he was director of indu…
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Isabel Cabello es CEO y Directora Creativa en la Agencia andaluza Cabello x Mure. Isabel estudió bellas artes en la Facultad de Bellas Artes de la Universidad de Granada. En el año 2009 decidió crear su propia empresa de diseño, Isabel Cabello Studio, que confluirá en pocos años en la agencia Cabello x Mure. Su agencia se destaca por el diseño de p…
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Ivan Bell is Group Manager Director & CEO at Stranger & Stranger, one of the leading firms in the field of alcoholic beverage packaging For the past 23+ years, he has worked alongside Kevin Shaw, founder of Stranger & Stranger, in building the award-winning packaging consultancy. He oversees design from their locations in London, New York and San F…
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Mauro Porcini is PepsiCo's first-ever Chief Design Officer. He joined the food & beverage corporation in 2012 where he is infusing design thinking into PepsiCo’s culture. Mauro is leading a new approach to innovation by design that impacts the company’s product platforms and brands, which include Pepsi, Lay’s, Mountain Dew, Gatorade, Sodastream, Do…
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Jeremy Lindley is the Global Design Director at Diageo, the world's leading premium drinks business. Jeremy is responsible for transforming the Design capability and output of Diageo’s current brands and new products worldwide. He is passionate about the impact Design has on business performance and the way Design Thinking leads to breakthrough ide…
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To deep dive into packaging & podcasting, today the guest is me, Hernán Braberman, and the host is Craig Constantine. Craig has been an Internet entrepreneur for twenty-five years and is currently the voice behind the Movers Mindset and Podcaster Community podcasts. His vision is a world where everyone can flourish. Craig´s mission is to create bet…
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Luciano Cassisi es un experto argentino en identificación marcaria, creador de FOROALFA, profesor de la Universidad de Buenos Aires y, sobre todo, polemista profesional. Luciano dirige su propio estudio, Cassisi Branding y habitualmente dicta conferencias, seminarios y talleres sobre branding en universidades y congresos de diseño en diversos paíse…
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¿Qué define a un diseñador estratégico de packaging? Beatriz Suárez y Miguel Ángel del Baño son co-fundadores del estudio de diseño MABA de Murcia, España. Beatriz es Directora de Estrategia en MABA, desde donde dirige proyectos de branding y packaging para productos de consumo. Bea Se formó en psicología y diseño, y es máster en neuromarketing y j…
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Anne Miltenburg is a Dutch brand developer who has dedicated her career leveraging the power of 'brand' to advance ideas, products and services for social and environmental change. After a storied career as a designer, strategist and creative director at world renowned agencies Studio Dumbar, Lava and Interbrand, Anne left the agency world to found…
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Adam Ryan is a British designer and currently Head of Pentawards, the most prestigious global packaging design competition. Adam joined the Pentawards team in February of 2017. He studied Graphic Design at London College of Printing before becoming a fashion designer and creative consultant for several international brands which include: Westfields…
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La relación entre el envase y la experiencia del consumidor es lo que hace de una marca y un producto un verdadero referente en el mercado. Es por eso que los Premios Internacionales Latampack buscan el reconocimiento internacional a la industria del diseño y producción de empaques en América Latina, destacando componentes como la calidad y creativ…
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Para reflexionar sobre el pasado, el presente y el futuro del diseño, y de un diseñador de packaging, hoy el invitado soy yo, Hernán Braberman, y el anfitrión es Ariel Bohe. Ariel es comunicador, podcaster, facilitador en metodologías ágiles y fundador de Sentí Podcast, una productora y academia online de podcasting para marcas y organizaciones. En…
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Brent Lindberg is Head of Curiosity at Fuseneo, a packaging innovation, development, and prototyping firm that crosses material and process boundaries to unlock solutions that help brands succeed online and on-shelf. Brent has directed packaging design projects for Google, Disney, Starbucks, and Amazon, to name but a few. In this episode, we discus…
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Tatiana Ryfer is Head of the Branding & Visual Identity design department in Carrefour, and a member of the Pentawards jury. From Rio de Janeiro to New York and landing in Paris in 2006, Tatiana has a design career marked by an international path. Tatiana contributed to building the design culture inside Carrefour. By managing all the brand’s visua…
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Marketing, Branding y Diseño. Diseño, Branding y Marketing. Para entender esta trininidad, hoy, el invitado soy yo, Hernán Braberman, y el anfitrión es Raúl Diaz Miranda. Raúl es un experto peruano en gestión estratégica de marcas, un verdadero creativo del marketing y un apasionado investigador de las tendencias de consumo. Tiene estudios de marke…
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Fe Amarante is a Brazilian designer and currently Sr. Creative Director & Head of Brand Design at Danone North America. Fe has extensive experience in brand building, consumer brands, identity development, and brand world creation, alongside life skills around acting as a diplomat and interpreter between business and creative languages. In this epi…
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Jasmin Druffner is an Industrial Designer focused on circular systems and conscious materials, currently designer and developer for Loop. Her focus is on durable packaging design, long-lasting and circular recycling materials. In this episode, she tells me how durable and reusable packaging will revolutionize the consumer experience. She also detai…
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Stef Hamerlinck is a brand strategist and designer living in Belgium. He runs his own branding studio with a wide variety of international clients in the CPG space. In this episode, he defines Branding and explains why it matters. Stef states that not all brands necessarily have to be different and that brand purpose is overrated. He also shares so…
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Scott Boylston is co-author and graduate coordinator of the Design for Sustainability program at Savannah College of Art and Design, a transdisciplinary design program focused on facilitation change through systems thinking, design strategy, and behavior change. He’s the author of four books including one on sustainable package design, and his late…
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Peter Oberdorfer is a 25 year veteran in digital entertainment and CGI, currently President of Tactic, an immersive creative and production studio based in San Francisco. Its team of engineers and designers specialize in experiences centered around virtual and augmented reality. Tactic has produced renowned apps such as the '19 Crimes Series', 'The…
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Bruno Singulani is a Brazilian designer and currently the creative leader for all Global Food Brands at Nestlé, and a member of the Pentawards jury. Having graduated as a product designer, his professional and academic paths have eventually converged into roles with a strong focus on branding and strategic design management. In this episode, we dis…
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Steve Osborne is a British brand design specialist with over 30 years` experience creating, re-positioning and extending brands through package design. Steve is Managing Partner at Osborne Pike, a design studio based in Bath. His career started in Marketing at Unilever before he switched sides to join Design Bridge. After playing a leading role in …
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Why do brands struggle with sustainability? Uwe Melichar is a German sustainable packaging design expert, president of the European Brand & Packaging Design Association, and a long-standing member of the Red Dot jury. Uwe is focused on sustainable packaging solutions for international brands. Together with his team at MELICHAR Bros., he develops pa…
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How does packaging design impact brand salience? Jenni Romaniuk is the International Director of the world-famous Ehrenberg-Bass Institute, and author of the books Building Distinctive Brand Assets and How Brands Grow: Part 2. In this episode, we discuss how to future-proof a brand's identity. We talked about the importance of building bridges betw…
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¿Cómo humanizar el mundo de las marcas? Andy Stalman es uno de los principales expertos en marcas del mundo. Con más de 25 años de experiencia, ha desarrollado proyectos en los cinco continentes. Andy es cofundador y CEO de TOTEM Branding, una de las empresas más reputadas de Branding del mundo. En este episodio conversamos acerca de la íntima rela…
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Llegamos al último episodio de la primera temporada de BRANDERMAN, y para celebrarlo les traigo algo distinto. Hoy, el invitado soy yo, Hernán Braberman, y la anfitriona es Joy Klinko. Joy es Licenciada en Administración, con estudios en diseño y emprendedurismo. Hace años se desarrolla de forma independiente como consultora y docente, especializad…
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¿Cómo hablan los envases a través de las tres dimensiones? Virginia Gines es directora ejecutiva de diseño de tridimage, responsable de la dirección creativa de los proyectos de diseño estructural y gráfico. Hace 25 años co-fundó tridimage junto a Adriana Cortese y Hernán Braberman. Tridimage fue la primer agencia de América Latina en fusionar dise…
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¿De qué forma las marcas hablan de nosotros? Gaby Nader es Licenciada en Psicología y experta en investigación de mercado cualitiativa, con más de 30 años de experiencia en consumo masivo. Es socia de El 5° Elemento, desde donde desarrolla novedosas formas de investigación centradas en la experiencia. En este episodio conversamos acerca del papel q…
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¿Qué papel puede jugar la neurociencia y la psicología del comportamiento en el diseño de packaging? Alejandro Salgado Montejo es doctor en psicología experimental de la Universidad de Oxford, y y uno de los más destacados especialistas en diseño e innovación en envases fundamentados en la ciencia. Alejandro integra neurociencia, inteligencia arti…
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¿Cómo puede un simple nombre impulsar a una marca? Ignasi Fontvila es un experto catalán en naming e identidad verbal. Posee amplia experiencia en conceptualización, estrategia y creación de nombres de marca para todo tipo de productos, servicios y compañías. En este episodio conversamos acerca de su proceso de naming. Me contó que nada se usará má…
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¿Cómo será el futuro del branding? María Spitaleri es una diseñadora gráfica argentina especializada en estrategia para la creación de marcas. María aprendió sobre consultoría, estrategia y gestión de marcas trabajando en agencias de diseño y branding locales e internacionales. Pasó más de 15 años ayudando a las organizaciones y sus marcas a mejora…
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¿En dónde podemos encontrar la belleza de un diseño? Nacho Lavernia es director creativo de Lavernia & Cienfuegos y uno de los máximos referentes del diseño español. En el año 1994 co-fundó junto a Alberto Cienfuegos el estudio Lavernia & Cienfuegos, donde desarrolla proyectos de diseño de producto, packaging y diseño gráfico para empresas española…
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¿Qué lecciones debemos aprender para diseñar packaging exitosos? Adriana Cortese es directora creativa de la agencia tridimage, responsable de inspirar, dirigir y motivar los equipos estratégicos y creativos para desarrollar soluciones de branding y diseño de packaging. En 1995 fundó tridimage junto a Virginia Gines y Hernán Braberman. Tridimage fu…
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¿Cómo evangelizar desde la innovación y el diseño in-house? Luis Arévalo es un diseñador mexicano, Director de Innovación y Packaging para Latinoamérica en Kellogg´s. Luis tiene décadas de experiencia desarrollando proyectos de Packaging e Innovación dentro de empresas globales de consumo masivo como Kimberly Clark y Colgate Palmolive. En este epis…
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¿Qué es el diseño sin apellido? Javier Mariscal sin duda es uno de los creadores españoles con más proyección internacional. Valenciano de nacimiento, barcelonés de adopción y ciudadano del mundo. La vida de Mariscal es una historia de amor con el dibujo. Pintor, diseñador, dibujante de cómics… trabaja en todo tipo de soportes y disciplinas: diseño…
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