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No Logo : Taking Aim at the Brand Bullies, by Naomi Klein
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- Sales Rank: #11688541 in Books
- Published on: 2009-12-01
- Binding: Paperback
- 502 pages
Most helpful customer reviews
1 of 1 people found the following review helpful.
Well-researched, yet undermined by 2nd portion's lack of focus.
By Solo
No Logo is a surprisingly well-researched book, if you can get past the obvious contradiction on the front cover and binding of this major-label production. Whether the "All Rights Reserved" copyrighted logo is meant to be ironic or merely obligatory concessions to the publishing house, it still reflects Klein poorly: either as a powerless pawn or else having a bad sense of humor.
Purely on content, however, as all books should be judged, No Logo quickly shows you this is no left-wing, hippie diatribe of over-generalization, with facts shunted to the wayside. Instead, it reads like a well-planned documentary, meticulously annotated and researched. Klein masterfully identifies the root problem of laissez-faire economics, market-oriented policies, and capitalism in general. For those of us who are a bit slow to comprehend the dramatic shift that has taken place in the free-market business world, Klein neatly diagrams the subtle and not-so-subtle shifts the private, for-profit sector of mainstream business has taken in its quest to orient away from developing products and focus on the development of brands. This paradigmatic shift has launched a new era of capitalism, changing it drastically from our predecessors' definition.
Klein maps out the expansion of advertising into all aspects of human life, the lack of "unbranded space", the Borg-like assimilation process that marketing initiates, devouring all niches, reactions, backlashes and resistance. With this process of lifestyle branding and perpetual advertising adaption, Klein shows the effects of this system of separation of brands and products. She details the flood of franchising, corporate mergers, private-sectors profit-maker's censorship, outsourcing, the exploitation of third-world labor, the creation of "McJobs" inside service economies and the growth of temporary labor and permanent "freelancing".
Klein derails, however, in her attempts to document the anti-corporate activist movement. What has been so far a masterful critique of globalization and corporatism focuses instead on grassroots activism and culture jammers. She spends almost one hundred pages describing (without unqualified praise, to her credit) underground rings of vandals and lone "anti-brand" guerrillas who deface corporate advertising by some irrational belief that their actions will persuade mainstream, moderate Westerners to change their consumption habits to ones approved by vigilantes drawing skulls and rewriting logos. If her discussion of them is to document an overall noble and worthy cause (that is, anti-corporate resistance), then addressing culture jammers in anything but a negative light only serves to tarnish an up until now, very polished presentation. Along with eliminating this episode, Klein would do her cause service by eschewing her description of RTS's absurdities in favor of a more detailed assessment of collectives and people's movements, such as the Zapatistas: uprisings that are rooted firmly in the reality of economics and egalitarian living-- rather than the short-term frivolity of dangerous quasi-riots, or the childish response of throwing pies at CEOs.
Klein also fails to precisely pinpoint what exactly her target is. She explains that it is more than attacking branding; it is about citizenship, not consumerism. Neither is it about attacking corporations via purchasing power. She explains much about activists' activities, but by the time she concludes her narrative, she has done little to address what exactly is the goal-- besides her vague wish for "unbranded spaces". The afterword (written in 2002) perhaps provides a better insight into what she was getting at when she talks about egalitarian movements and non-homogenization.
No Logo is an excellent book if one is interested in learning the largely ignored facts about branding, advertising, and labor politics; it is not a very convincing polemic for those skeptical of non-privatized solutions. With the debilitating portrayal of culture jamming and RTS as equals to the more mature approaches of student and political organizations described, No Logo undoes itself in short order; easily dismissed by those of the conservative persuasion. Although Klein does cover the anti-globalization movement with a broad, documentary-style brush, the pages of No Logo lack cynosure towards social cooperative, collective solutions, feeling reactionary more than inspirational.
0 of 0 people found the following review helpful.
a keeper, wish i had this in hardbound.
By john r
this book is an excellent read for people trying to understand how modern marketing and branding works. Naomi answers a lot of questions about what brands are, why theyre important, how they work, and the consequences of them. I spent the first 5 chapters absolutely crucified by rage however, as her examples are very familiar.
0 of 0 people found the following review helpful.
Read it 2012
By Evelyn Waugh
As I just read this book, it didn't have the same impact it may have in 1999. Klein is almost optimistic about the changes she was seeing. However, 13 years later and addidas is still getting in trouble for using sweatshops to make clothing for the Olympics... Not much has changed. I didn't necessarily agree with her denouncement of advertisements, because in a way it seems a good advertisement is a form of art... but in general I felt pretty sad that we do this to the third world. Its important that we hold corperations responsible for the treatment of their workers in the third world...
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