No LOGO: Taking Aim at the Brand Bullies

No LOGO: Taking Aim at the Brand Bullies

4.3 6
by Naomi Klein
     
 

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ISBN-10: 0312421435

ISBN-13: 2900312421433

Pub. Date: 04/01/2002

Publisher: Picador

There's a bad mood rising against the corporate brands. No Logo is the warning on the label.

Once a poster boy for the new economy, Bill Gates has become global whipping boy. Nike's swoosh - the marketing success of the nineties - is now equated with sweatshop labour, and teenage MacDonald's workers are joining the Teamsters. What is going on? No Logo, an

Overview

There's a bad mood rising against the corporate brands. No Logo is the warning on the label.

Once a poster boy for the new economy, Bill Gates has become global whipping boy. Nike's swoosh - the marketing success of the nineties - is now equated with sweatshop labour, and teenage MacDonald's workers are joining the Teamsters. What is going on? No Logo, an incisive and insightful report from the frontlines of mounting backlash against multinational corporations, explains why some of the most revered brands in the world are finding themselves on the wrong end of a bottle of spray paint, a computer hack, or an international anti-corporate campaign.

No Logo uncovers a betrayal of the central promises of the information age: choice, interactivity, and increased freedom. And as job security disappears, the respectful reverence which corporations enjoyed as engines of the economy is also dissipating - as is their protection from worker and citizen rage.

Equal parts cultural analysis, political manifesto, mall-rat memoir, and journalistic exposé, No Logo is the first book to put the new resistance into pop-historical and clear economic perspective. Naomi Klein tells a story of rebellion and self-determination in the face of our new branded world.

Product Details

ISBN-13:
2900312421433
Publisher:
Picador
Publication date:
04/01/2002
Edition description:
First Edition
Pages:
528

Table of Contents

Acknowledgments
Introduction: A Web of Brands
NO SPACE
One -- New Branded World
Two -- The Brand Expands: How the Logo Grabbed Centre Stage
Three -- Alt.Everything: The Youth Market and the Marketing of Cool
Four -- The Branding of Learning: Ads in Schools and Universities
Five -- Patriarchy Gets Funky: The Triumph of Identity Marketing
NO CHOICE
Six -- Brand Bombing: Franchises in the Age of the Superbrand
Seven -- Mergers and Synergy: The Creation of Commercial Utopias
Eight -- Corporate Censorship: Barricading the Branded Village
NO JOBS
Nine -- The Discarded Factory: Degraded Production in the Age of the Superbrand
Ten -- Threats and Temps; From Working for Nothing to "Free Agent Nation"
Eleven -- Breeding Disloyalty: What Goes Around, Comes Around
NO LOGO
Twelve -- Culture Jamming: Ads Under Attack
Thirteen -- Reclaim the Streets
Fourteen -- Bad Mood Rising: The New Anticorporate Activism
Fifteen -- The Brand Boomerang: The Tactics of Brand-Based Campaigns
Sixteen -- A Tale of Three Logos: The Swoosh, the Shell and the Arches
Seventeen -- Local Foreign Policy: Students and Communities Join the Fray
Eighteen -- Beyond the Brand: The Limits of Brand-Based Politics
Conclusion -- Consumerism Versus Citizenship: The Fight for the Global Commons
Notes
Appendix
Reading List
Photo Credits
Index

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No Logo 4.3 out of 5 based on 0 ratings. 6 reviews.
Guest More than 1 year ago
This book conveys two prominent messages. First of all, Naomi Klein minces no words in her often scathing analysis of the corporate world. Without a doubt, a good half of the book is dedicated to trashing brand names and exposing various tricks and scandals they use to come to power. The rest of it is almost slavishly devoted to the supposedly growing under our noses. Both these messages are conveyed in a very well organized format within the book. Four chapters, ¿No Space¿, ¿No Choice¿, ¿No Jobs¿ and ¿No Logo¿, outline the context of Klein¿s thesis in a surprisingly clear manner. The first part 'No Space' is given over to describing corporate takeover and branding, while the last 'No Logo', and by far the largest, is taken up by various corporate resistance movements and activities. Though the pages are often drenched in opinions, No Logo could easily be used in a classroom environment, especially in the sociological genre. The facts and point of interest presented are broad, often covering the entire world, yet at the same time, remarkably subtle, going down to as far as the average sweatshop workers at times. In summary, this book comes recommended, if not highly. Anyone interested in learning about corporate takeover and branding methods would be advised to read it, or, on the opposite side of the spectrum, anyone looking to attempt to sabotage the said corporations would be recommended to read this. The only real weaknesses of the book are the sometimes overstatement of facts and Klein¿s almost smug opinions dominating some pages. Otherwise, it is a worthwhile read.
Guest More than 1 year ago
This book has opened my eyes into the hidden world of consumerism. The excellent narrative and insightful critique presents by Ms. Klein dispell the branding myth of giant like Nike, instead she give us the truth. The picture painted here is not pretty for many of us and it scare me to think that this really happen. I highly recommend this book to anyone. Be prepare for some harsh reality about your own branded life.
Anonymous More than 1 year ago
Guest More than 1 year ago
She weaves a tale of corporate misdeeds using cross-branding, synthetic experience [e.g. Disneyland], job downgrading [would you like fries with that?] and exploitation of third-world workers as themes. Interesting, often factual,and no doubt shocking to religiously pro free-enterprise Americans. However, her heredity as an old-time European-style socialist nurtured by Canada's socialist movement is just a little TOO visible in the many sweeping generalizations on offer.
Guest More than 1 year ago
In this age of the importance of understanding corporate image, we are lucky to have such an informative book like No Logo. We need to open our eyes to the reality of what we see and look at what's behind it all.
Guest More than 1 year ago
I am barely out of the optimal zone of branding (late teens), attend university in Canada, and sit on a public school board that has faced many of the challenges she mentions in her chapter on Branding Education. The first decision I was forced to make was to approve an exclusive deal with coke that would supposedly benefit schools. I wish I had this book then. I am far more skeptical after having read it once and have bought copies for each of my high schools so that the students and teachers in them can access the powerful information Campbell has researched.