In the age of branding, logos are everywhere. But why have some of the world’s best-known brands found themselves on the wrong end of the spectrum for aerosol cans – the targets of activists and protesters’ anti-corporate campaigns?
Based on the best-selling book by Canadian journalist and activist Naomi Klein, No Logos reveals the reasons for resistance to the growing economic and cultural influence of multinational corporations. Klein analyzes how brands such as Nike, The Gap, and Tommy Hilfiger became revered icons around the world, arguing that globalization is a process in which companies discover that profits are not in making products (outsourced to developing countries). low-wage workers become), and instead create brand identities that people adopt in their lifestyles.
Through hundreds of media examples, No Logo demonstrates how the commercial takeover of public spaces, the destruction of consumer choice, and the displacement of real jobs by gig workers—the dynamics of corporate globalization—affect everyone, everywhere. It also draws attention to the democratic resistance that is emerging around the world to challenge brand hegemony.
