- Paperback: 544 pages
- Publisher: Picador; 10 Anv edition (November 24, 2009)
- Language: English
- ISBN-10: 9780312429270
- ISBN-13: 978-0312429270
- ASIN: 0312429274
- Product Dimensions: 5.4 x 0.3 inches
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- Average Customer Review: 4.1 out of 5 stars See all reviews (223 customer reviews)
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No Logo: 10th Anniversary Edition with a New Introduction by the Author 10 Anv Edition
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We live in an era where image is nearly everything, where the proliferation of brand-name culture has created, to take one hyperbolic example from Naomi Klein's No Logo, "walking, talking, life-sized Tommy [Hilfiger] dolls, mummified in fully branded Tommy worlds." Brand identities are even flourishing online, she notes--and for some retailers, perhaps best of all online: "Liberated from the real-world burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations."
In No Logo, Klein patiently demonstrates, step by step, how brands have become ubiquitous, not just in media and on the street but increasingly in the schools as well. (The controversy over advertiser-sponsored Channel One may be old hat, but many readers will be surprised to learn about ads in school lavatories and exclusive concessions in school cafeterias.) The global companies claim to support diversity, but their version of "corporate multiculturalism" is merely intended to create more buying options for consumers. When Klein talks about how easy it is for retailers like Wal-Mart and Blockbuster to "censor" the contents of videotapes and albums, she also considers the role corporate conglomeration plays in the process. How much would one expect Paramount Pictures, for example, to protest against Blockbuster's policies, given that they're both divisions of Viacom?
Klein also looks at the workers who keep these companies running, most of whom never share in any of the great rewards. The president of Borders, when asked whether the bookstore chain could pay its clerks a "living wage," wrote that "while the concept is romantically appealing, it ignores the practicalities and realities of our business environment." Those clerks should probably just be grateful they're not stuck in an Asian sweatshop, making pennies an hour to produce Nike sneakers or other must-have fashion items. Klein also discusses at some length the tactic of hiring "permatemps" who can do most of the work and receive few, if any, benefits like health care, paid vacations, or stock options. While many workers are glad to be part of the "Free Agent Nation," observers note that, particularly in the high-tech industry, such policies make it increasingly difficult to organize workers and advocate for change.
But resistance is growing, and the backlash against the brands has set in. Street-level education programs have taught kids in the inner cities, for example, not only about Nike's abusive labor practices but about the astronomical markup in their prices. Boycotts have commenced: as one urban teen put it, "Nike, we made you. We can break you." But there's more to the revolution, as Klein optimistically recounts: "Ethical shareholders, culture jammers, street reclaimers, McUnion organizers, human-rights hacktivists, school-logo fighters and Internet corporate watchdogs are at the early stages of demanding a citizen-centered alternative to the international rule of the brands ... as global, and as capable of coordinated action, as the multinational corporations it seeks to subvert." No Logo is a comprehensive account of what the global economy has wrought and the actions taking place to thwart it. --Ron Hogan --This text refers to an out of print or unavailable edition of this title.
From Publishers Weekly
In the global economy, all the world's a marketing opportunity. From this elemental premise, freelance journalist and Toronto Star columnist Klein methodically builds an angry and funny case against branding in general and several large North American companies in particular, notably Gap, Microsoft and Starbucks. Looking around her, Klein finds that the breathless promise of the information ageAthat it would be a time of consumer choice and interactive communicationAhas not materialized. Instead, huge corporations that present themselves as lifestyle purveyors rather than mere product manufacturers dominate the airwaves, physical space and cyberspace. Worse, Klein argues, these companies have harmed not just the culture but also workersAand not just in the Third World but also in the U.S., where companies rely on temps because they'd rather invest in marketing than in labor. In the latter sections, Klein describes a growing backlash embodied by the guerrilla group Reclaim the Streets, which turns busy intersections into spaces for picnics and political protest. Her tour of the branded world is rife with many perverse examples of how corporate names penetrate all aspects of life (who knew there was a K-Mart Chair of Marketing at Wayne State University?). Mixing an activist's passion with sophisticated cultural commentary, Klein delivers some elegant formulations: "Free speech is meaningless if the commercial cacophony has risen to the point where no one can hear you." Charts and graphs not seen by PW. Agent, Westwood Creative Artists. (Jan.)
Copyright 1999 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
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Top Customer Reviews
Aside from that, it does provide some interesting insights but at times the narrative feels too redundant.
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.