Building a Values-Based Brand with Aidan Fitzpatrick

aidan fitzpatrick on brand

As founder of both Camo and Reincubate, Aidan Fitzpatrick has a history of building values-based brands. Keeping it simple, integrity-focused, and delight-based unites his work in creating a greater connection between brand builders and their tools. We discussed all of this and more, this week on the On Brand podcast.

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About Aidan Fitzpatrick

Aidan Fitzpatrick is the creator of the globally-popular app Camo, which turns smartphones into world-class webcams. He is also the founder and CEO of Reincubate.   Aidan built the world’s first tool for iOS data recovery, enabling users to securely manage their data while growing a values-led enterprise committed to integrity, thoughtfulness, and innovation. With a focus on authentic communication, Reincubate is dedicated to consumer privacy. Camo and Reincubate do not track or sell user data.  A software engineer, angel investor, entrepreneur, and author who started his first company at 14, Fitzpatrick led Reincubate to win the UK’s highest business honor twice.

Episode Highlights

“There are a lot of pain points with video.” The genesis of Camo was alleviating these.

Being a values-based brand. Values are at the center of everything Aiden does. “Values are always there in the background. Being explicit about them is always helpful in guiding behavior.”

What guides his work at Camo and Reincubate?  “It just works.” This means Camo is as simple as “joining dots.” Truly a plug-and-play experience. Another value? “Creating delight” between the consumer and their smartphone.

Brands and the Metaverse. Aidan said “the M-word” so I asked him for more detail. “I’m not sure I believe anyone who says they have it all figured out already.” (Hard agree!) Rather, Aidan focuses on the Metaverse linkages with the augmented reality tools in Camo, creating greater immersion for consumers.

What brand has made Aidan smile recently? Aidan went with electronics and gaming giant Razer. The brand made him smile because of a recent integrated keyboard experience they added.

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Until next week, I’ll see you on the Internet!