A key element of futureproof brands is innovation.
As someone with a particular interest in building tough, resilient brands of the future, I’m always curious how big companies keep their innovation, well, innovative. After all, innovation tends to thrive in open, collaborative environments where failure is welcomed and old ideas can be jettisoned. Not what you find in your typical multinational.
So when I was introduced to Volker Schaedler as a preamble to the 2012 Sustainable Brands conference, I sat up. Schaedler is head of innovation and technology for BASF North America. What did the chemistry giant have to say about innovation and sustainability that would warrant a keynote at SB 2012?
Turns out, the chemistry Schaedler wanted to talk about was not of the molecular sort.
Much has been written on these pages about Apple’s recent supply chain troubles. Less is known about the Chinese activists behind the scenes who fought to make this issue public and stop abuses towards Chinese workers and communities.
