No
Logo
Naomi Klein
Naomi Klein
traces the growth in power and wealth of multi-national corporations and
the global reaction this has provoked amongst civic society, trade unions
and environmental activists. Her book, No Logo, shows the explosion of
this growth in advertising spending, globally worth £267 billion
in ‘98, designed primarily to create brand names with which the
audience would come to identify, revolutionising business thinking more
towards marketing, rather than purely manufacturing. Even to the extent
of large corporations such as Nike completely withdrawing from manufacturing
any of their own products and instead concentrating on their design and
marketing to become identified in people's minds with sporting excellence,
rather than just training shoes.
Klein’s contention is that over the past ten years the most successful
modern businesses are those that have abandoned making things in favour
of marketing images. Products are no longer to be judged by their functional
qualities, but as embodying key cultural ideas (coolness, intelligence
or athleticism) which require colonising as much public and private space
as possible.
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