Celia Lerman es abogada especializada en propiedad intelectual y nuevas tecnologías, matriculada tanto en Argentina como en California. Es socia del estudio Lerman & Szlak, donde asesora y representa a empresas en el ámbito de la tecnología, combinando su experiencia legal con un profundo entendimiento del mundo creativo.

En este episodio, Celia nos adentra en el fascinante mundo donde convergen el derecho y la creatividad. Exploramos los elementos de una marca que pueden protegerse legalmente y los desafíos particulares que enfrentan los diseñadores de packaging. También analizamos un caso emblemático del mercado argentino que nos revela valiosas lecciones sobre la protección de la identidad visual y el valor emocional de las marcas. Por último, discutimos los nuevos retos que plantea la inteligencia artificial generativa para la propiedad intelectual.

Magíster en Derecho por Stanford University donde fue becaria Fulbright, Celia ha sido reconocida como abogada destacada en Argentina por prestigiosos rankings como World Trademark Review, IP Stars y Chambers and Partners.

• Celia Lerman LinkedIn
• Lerman & Szlak
• Celia Lerman

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• Mi agencia de diseño de packaging TRIDIMAGE
• PACKNEWS Blog

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James Pryor is Co-founder and Managing Partner of Touch, a leading agency in structural packaging innovation.

At Touch, James and his team harness strategic insights to create sustainable, future-ready growth for some of the world’s most renowned brands.

In this episode, James shares his perspective on why packaging is more than just a wrapper—it's a crucial part of the sensory product experience. We also explore the industry's biggest challenges, from shifting consumer behavior to the push for sustainability, and take a look at the future of packaging design.

• James Pryor LinkedIn
• Touch Design
• Vault
• Touch Design Instagram

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEWS Blog

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Joana-Maria Bauchwitz is the visionary founder and CEO of Baries Design in Düsseldorf.

Since 2009, Joana has been at the helm of a dynamic team of creative strategists, specializing in brand development focusing on beauty and FMCG products.

In this episode, Joana takes us on her journey from aspiring world-famous artist to successful packaging design entrepreneur. She delves into the delicate art of balancing creative vision with practical business demands. As we wrap up, Joana shares invaluable insights on leadership, sustainability initiatives, and her exciting plans for Baries Design's future. Aspiring designers take note – Joana offers gems of wisdom you won't want to miss.

• Joana-Maria Bauchwitz LinkedIn
• Baries Design
• Baries Design Instagram

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEWS Blog

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Andrés Marantá es gerente de Diseño de Alpina, la empresa láctea líder en Colombia.

Andrés lidera la estrategia de diseño y los aspectos visuales del packaging, la comunicación de marcas y nuevos lanzamientos en Alpina.

Con más de 15 años de experiencia en agencias de publicidad como Leo Burnett, Lowe SSP3, Sancho BBDO, JWT y Ogilvy, él ha sido reconocido en los festivales de creatividad más importantes del mundo. Ha trabajado para marcas como Pfizer, Grupo Ferrero, Postobón, Grupo Aval, Chevrolet, Ecopetrol, Alpina, y P&G, entre otras.

En este episodio, Andrés comparte su visión sobre la importancia de la belleza en el diseño de packaging. Relata su experiencia en agencias de publicidad y su transición a trabajar del lado del cliente. Nos sumergimos en el arte y la estrategia del diseño de envases, y cómo trabajar en estrecha colaboración con los clientes puede dar lugar a un trabajo creativo innovador.

• Andrés Marantá LinkedIn
• Alpina
• Guto Studio

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEWS Blog

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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 compelling narratives for design agencies. He discusses common pitfalls agencies face, the importance of a well-defined target client, and introduces the 3D positioning model—desirable, distinctive, and defensible. Roland also touches on the impact of AI in the industry and the evolving landscape of design agencies.

Treacle also recently won a Drum Award for their spoof agency called Beige; The World’s Most Average Agency which is a great example of what agencies get wrong when it comes to their overall proposition.

• Roland Gurney LinkedIn
• Treacle
• Beige

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEWS Blog

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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 Studio adapts to the dynamic landscape of design and technology, emphasizing the importance of blending creativity with strategic foresight. He also shares valuable insights into managing cultural differences in global projects and offers intriguing perspectives on the future of packaging design, including the potential impact of AI.

From Qatar to the USA to China – from Corporate to FMCG to Health & Wellness, Alex’s views and provocations are respected by CEOs and CMOs alike.

• Alex Bane LinkedIn
• Taxi Studio
• Taxi Studio Instagram
• Taxi Studio LinkedIn

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEWS Blog

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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 the distinctions between evolutionary and revolutionary redesigns.

Will’s experience in Distinctive Asset measurement, including large-scale multi-country projects, covers a wide range of product and service categories. He has been involved with research projects with analyzing data from locations such as the US, UK, France, Germany, Italy, China, Australia, New Zealand, Japan, United Arab Emirates, Saudi Arabia, Brazil, Russia, South Korea, South Africa and Indonesia. His core areas of research expertise include packaging redesigns, shopper behavior, and retail merchandising.

Additionally, his experience in Distinctive Asset measurement encompasses large-scale multi-country projects. Will also authored a chapter on Building Physical Availability in Building Distinctive Brand Assets.

• William Caruso LinkedIn
• Building Distinctive Brand Assets
• How Brands Grow – for Executives
• Ehrenberg-Bass Institute
• Ehrenberg-Bass Institute Twitter

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEWS Blog

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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. Curso posgrado en alta dirección de empresas y es conductor del programa Plan de Vuelo en Tec Sounds Radio.

En este episodio, exploramos la influencia determinante del diseño de packaging en la conexión de las marcas con las diferentes generaciones de consumidores, desde los baby boomers y la Generación X, hasta los Millennials y la Generación Z. Reflexionamos sobre cómo el diseño puede ser un elemento crucial para expresar las historias y valores de una marca, y comparto ideas sobre cómo las marcas pueden mantenerse relevantes y atractivas en un mercado en constante evolución.

• Jesús Núñez
• Plan de Vuelo
• tridimage
• LinkedIn Hernán Braberman
• Instagram de tridimage
• Blog packnews
• Facebook tridimage
• YouTube tridimage

• Website de BRANDERMAN
• Instagram de BRANDERMAN
• LinkedIn de Hernán Braberman
• Mi agencia de diseño de packaging TRIDIMAGE
• Blog PACKNEWS

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