At BASF Innovation is part of the DNA
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, i...
Consumers Will Save The World (If You Give Them Points)
Last summer, OgilvyEarth released Mainstream Green, a significant study on why mainstream consumers weren’t buying into the green movement.
Mainstream Green noted that the majority of consumers were ‘light ...
Right Innovation, Wrong Time? A Lesson In Futureproofing.
I had an interesting conversation with Isabelle Faivre, Marketing Director of Cascades Tissue Group, last week. Cascades just made headlines with the launch of Moka beige bathroom tissue paper, a new twist fo...
Plastic: The Next Great Brand Challenge
“We live in a platform world!” an enthusiastic Jason Foster told me at the recent Sustainable Brands Conference in Monterey. “Bulk, weight and mass are the new parameters for innovation.”
If this all sounds ...
Can Capitalism be tweaked to adjust to our finite planet?
Capitalism was founded on a simple principle: I create a product or service that provides you with a benefit, and you pay me. You're rewarded with a sense of well-being, and I'm rewarded with money. Both of us ...