SocialFunds writer Bill Baue speaks with Michael Conroy about his new book, Branded! How the “Certification Revolution” is Transforming Global Companies...[I]n his…book…Conroy tells an exciting story of activists campaigning against companies--and companies responding! The two sides moved from antagonism to tense collaboration in the creation of certification schemes that solved activist concerns while preserving--and often boosting--companies' profitability. [refers to Nike, Wal-Mart, Union Carbide (part of Dow)]