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No Logo: No Space, No Choice, No Jobs Paperback – April 6, 2002

4.6 4.6 out of 5 stars 825 ratings

With a new Afterword to the 2002 edition, No Logo employs journalistic savvy and personal testament to detail the insidious practices and far-reaching effects of corporate marketing—and the powerful potential of a growing activist sect that will surely alter the course of the 21st century. First published before the World Trade Organization protests in Seattle, this is an infuriating, inspiring, and altogether pioneering work of cultural criticism that investigates money, marketing, and the anti-corporate movement.

As global corporations compete for the hearts and wallets of consumers who not only buy their products but willingly advertise them from head to toe—witness today’s schoolbooks, superstores, sporting arenas, and brand-name synergy—a new generation has begun to battle consumerism with its own best weapons. In this provocative, well-written study, a front-line report on that battle, we learn how the Nike swoosh has changed from an athletic status-symbol to a metaphor for sweatshop labor, how teenaged McDonald’s workers are risking their jobs to join the Teamsters, and how “culture jammers” utilize spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard ads (as in “Joe Chemo” for “Joe Camel”).

No Logo will challenge and enlighten students of sociology, economics, popular culture, international affairs, and marketing.

“This book is not another account of the power of the select group of corporate Goliaths that have gathered to form our de facto global government. Rather, it is an attempt to analyze and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable.”—Naomi Klein, from her Introduction

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Editorial Reviews

Review

"No Logo has been a pedagogical godsend. I used it to illustrate contemporary applications of complex cultural theories in an introductory social science sequence. It worked so beautifully, word about the book spread across campus, and other students were begging to read it in their sections of the course."—Bruce Novak, Division of Social Sciences, The University of Chicago

"A complete, user-friendly handbook on the negative effects that 1990s überbrand marketing has had on culture, work, and consumer choice."—
The Village Voice

"The
Das Kapital of the growing anti-corporate movement."—The London Observer

“Klein is a sharp cultural critic and a flawless storyteller. Her analysis is thorough and thoroughly engaging.”—
Newsweek.com

No Logo is an attractive sprawl of a book describing a vast confederacy of activist groups with a common interest in reining in the power of lawyering, marketing, and advertising to manipulate our desires.”—The Boston Globe

About the Author

Naomi Klein, born in Montreal in 1970, is an award-winning journalist. She writes a weekly column in The Globe and Mail, Canada's national newspaper, and is also a frequent columnist for the British Guardian. For the past five years, Klein has traveled throughout North America, Asia, and Europe, tracking the rise of anti-corporate activism. She is a frequent media commentator and has guest-lectured at Harvard, Yale, and New York University. She lives in Toronto.

Product details

  • ASIN ‏ : ‎ 0312421435
  • Publisher ‏ : ‎ Picador; Edition Unstated (April 6, 2002)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 528 pages
  • ISBN-10 ‏ : ‎ 9780312421434
  • ISBN-13 ‏ : ‎ 978-0312421434
  • Item Weight ‏ : ‎ 1.05 pounds
  • Dimensions ‏ : ‎ 5.94 x 0.96 x 7.95 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 825 ratings

About the author

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Naomi Klein
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Naomi Klein is an award-winning journalist, syndicated columnist and international and New York Times bestselling author of nine critically acclaimed books: How To Change Everything: The Young Human’s Guide to Protecting the Earth and Each Other (2021), On Fire: The (Burning) Case for a Green New Deal (2019), No Is Not Enough: Resisting the New Shock Politics and Winning the World We Need (2017), This Changes Everything: Capitalism vs. The Climate (2014), The Shock Doctrine: The Rise of Disaster Capitalism (2007) and No Logo (2000). In 2018, she published The Battle for Paradise: Puerto Rico Takes On the Disaster Capitalists (2018) reprinted from her feature article for The Intercept with all royalties donated to Puerto Rican organization juntegente.org. Her new book, Doppelganger: A Trip into the Mirror World will be published on September 12, 2023.

Naomi Klein is a columnist with The Guardian. She has also written regular columns for The Intercept (as Senior Contributing Writer), The Nation, and The Globe and Mail that were syndicated in major newspapers around the world by The New York Times Syndicate. She has been a contributing editor at Harper’s and Rolling Stone. She has reported from China for Rolling Stone, Standing Rock and Puerto Rico for The Intercept, Copenhagen (COP15) for The Nation, Buenos Aires for The Financial Times, and Iraq for Harper’s. Additionally, her writing has appeared in The New York Times, The Washington Post, Newsweek, The Los Angeles Times, The Globe and Mail, El Pais, L’Espresso, The New Statesman, Le Monde, among many other publications.

Naomi’s books have been published in over 35 languages. On Fire was a New York Times bestseller and was named a Best Climate Book by Fast Company magazine. No Is Not Enough was a New York Times bestseller and was nominated for the National Book Award. This Changes Everything won the 2014 Hilary Weston Writers’ Trust Prize for Nonfiction and was nominated for multiple other awards as well as appearing on the New York Times bestseller list and a New York Times Book Review ‘100 Notable Books of the Year.’ The Shock Doctrine was published worldwide in 2007 and translated into over 25 languages. It won the inaugural Warwick Prize for Writing. It appeared on multiple ‘best of year’ lists including as a New York Times Critics’ Pick of the Year. Naomi Klein’s first book No Logo: Taking Aim at the Brand Bullies was translated into over 30 languages. The New York Times called it “a movement bible.” A tenth anniversary edition of No Logo was published worldwide in 2009. The Literary Review of Canada has named it one of the hundred most important Canadian books ever published. In 2016, The Guardian picked No Logo as one of the Top 100 Non Fiction books of all time. Time magazine also chose No Logo as one of the Top 100 Non-Fiction books published since 1923. A collection of her writing, Fences and Windows: Dispatches from the Front Lines of the Globalization Debate was published in 2002.

She has received multiple honorary degrees and awards. In 2019 she was named one of the The Frederick Douglass 200, a project to honor the impact of 200 living individuals who best embody the work and spirit of Douglass. In 2014, the International Studies Association’s IPE Outstanding Activist-Scholar Award honoured her for her activism in alter-globalizations social movements and protests. Author of numerous books and articles, Naomi is one of the most important voices in the alter-globalizations movement.”

In 2015 she was awarded the Izzy (I.F. Stone) Award for Outstanding Independent Media and Journalism: “Few journalists today take on the big issues as comprehensively and fearlessly as Naomi Klein. She combines rigorous reporting, analysis, history and global scope into a package that not only identifies problems, but also illuminates successful activism and solutions. That goes for her groundbreaking book on climate change and for columns that brilliantly connect the dots – such as the intersection of climate justice and racial justice.”

In 2016 she was awarded Australia’s international award for peace, the Sydney Peace Prize for, “exposing the structural causes and responsibility for the climate crisis, for inspiring us to stand up locally, nationally and internationally to demand a new agenda for sharing the planet that respects human rights and equality, and for reminding us of the power of authentic democracy to achieve transformative change and justice.”

Customer reviews

4.6 out of 5 stars
825 global ratings

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Customers find the book amazing, well-planned, and worth their time. They also appreciate the research quality, saying it's informative and unmatched in insights. Readers describe the content as interesting.

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21 customers mention "Readability"19 positive2 negative

Customers find the book amazing, well-planned, and excellent. They say it's worth the time spent, a great addition to other books of the author's, and written with style. Readers also mention the first eight chapters are well worth the price of the book alone.

"this is more than just a "worthy" book, it's also a good read...." Read more

"...and the focus of much of "No Logo," I found it to be a brilliant and profound look at the end results of various marketing efforts...." Read more

"I was excited to see Klein's "No Logo" in hardcover. The book was delivered soundly and in good condition. Thank You" Read more

"...This books is a GREAT read and is recommended to anyone whose heart sinks when they see another Starbucks open on their street or can't stand to..." Read more

13 customers mention "Research quality"13 positive0 negative

Customers find the book well-researched, informative, and unmatched in insight. They say it's an important book that is meticulously annotated and revealing. Readers also mention the content is interesting and thought-provoking.

"...Their methods are very advanced, and frighteningly effective (informed by 100 years of quantitative social science), and it is essential that the..." Read more

"...The research is impeccable, but doesn't intrude itself into your reading. By which I mean, it doesn't feel as though you are reading a text book...." Read more

"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..." Read more

"...But there is also plenty of new information and Klein makes her case with solid, clear arguments." Read more

Top reviews from the United States

Reviewed in the United States on September 17, 2012
Unlike some of the people who rated this book with 1 or 2 stars (and obviously hated it), I've actually read it, and I'm rating it 5 out of 5. I've read claims on this website that the book was "poorly researched," or "lacking in logic." Ms. Klein "doesn't understand arithmetic." And other unsupportable statements.

The book is EXTREMELY well researched, which is documented in the endnotes. Klein's conclusions DO follow from her analysis, and in many cases the conclusions she cites are from other sources (equally well researched, analyzed, and usually accredited). The claim that this is not so comes across as a deliberate lie. And it may BE a deliberate lie. Lying on websites (in the product review section) is a standard "marketing" technique.

I think this book, along with the textbook for my graduate marketing class, are important for understanding the mindset behind much of late capitalism. (BTW - I'm not a 25 yr old graduate student -- I'm a 51 yr old professor with two advanced degrees and a lot of real world experience.) We are all being managed, marketed, exploited, and will ultimately be abandoned by a ruthless ruling class that doesn't give a damn about us. Their methods are very advanced, and frighteningly effective (informed by 100 years of quantitative social science), and it is essential that the rest of us understand what's being done if we ever hope to undo it.

Read this book, listen to Alternative Radio and DemocracyNow!, and fight the ruling class.
42 people found this helpful
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Reviewed in the United States on January 24, 2010
this is more than just a "worthy" book, it's also a good read. The new introduction extends the thesis to politics, and to Barack Obama's campaign specifically. This is the kind of thing we should occasionally read to keep in touch with our world - and it's more than a should, I want to re-emphasize. The research is impeccable, but doesn't intrude itself into your reading. By which I mean, it doesn't feel as though you are reading a text book. It is thought provoking, a little bit shocking - okay, more than a little bit - and you will be very glad that you read it.
2 people found this helpful
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Reviewed in the United States on October 21, 2006
I work in online marketing, which means that my work is often much more mechanical than the kind Klein describes in her book, but the insights that form the basis of all marketing (promotion) are similar. Despite the distance between my experience and the focus of much of "No Logo," I found it to be a brilliant and profound look at the end results of various marketing efforts. One that gives you a fascinating view of all sides of the equation - not just the impetus behind the marketing itself, but also the impetus behind the companies, products and brands, the production and supply chain and, finally, the adoption by consumers and a view of how these same consumers come to, as Klein says, inhabit the brand. In a country where it can be, but for the skyline and the geography, increasingly difficult to tell the difference between major cities like Memphis, Dallas and Atlanta, discussing exactly why the lives of so many Americans (and those of other developed countries' citizens) have become increasingly homogenous is something that might behoove us all.

Personally, I've always felt that the best consumer marketing seems obvious to consumers once it has been undertaken. Reading about how consumers, particularly the youth demographic, then go on to adopt the marketing as something of a lifestyle, even when ironically, was fascinating. Sure, we see it every day, but to read about it in a more academic, yet narrative fashion gives a fresh look at something we deal with from the inside. Klein takes concepts of the modern world of marketing that have been discussed in various publications and, no doubt, countless classrooms and weaves them into a brilliant narrative about where our marketing came from, where it is now and where it's going in the future. I think the great value here is the dual purpose the work offers to both marketers and consumers - for the former, a view of how their work affects society beyond the boundaries of ROI and, for the latter, a fascinating view of exactly how they are manipulated to spend their money on things they often don't need.

While consumer marketing isn't new, the scope of its effect on politics, economics, sociology and individual psychology is definitely one of the more pronounced hallmarks of the current era. Everyone thinks that they're immune to marketing, we marketers included, but we are all trapped to one degree or another in a kind of snow globe that has both positive and negative aspects for all of us individually and collectively. Reading works like "No Logo" would no doubt be a great eye opener for John Q. Public. For marketers it may not be new material, particularly now in 2006, but I found it to be a fascinating breath of fresh air and a great reminder of just how many areas marketing touches and in how many ways marketing itself is a symbiotic force in society.

On a completely personal note, I have also spent time outside of and lived outside of the marketing bubble in very foreign, developing cultures where the majority of the marketing is indecipherable and, therefore, lost on me. With this perspective in mind, it can be quite a shock to return home to see the saturation of our culture with marketing messages and the level to which we are buried in marketed, particularly branded goods. Klein discusses this to some degree, but when you have tangible experience with the lives of the developing world citizens who make the trinkets we snatch up due to this marketing and your roots are in the culture that's doing the snapping up, it can't help but make you question - a feeling Klein seems to also want to convey - the morality of the level of consumer saturation that we in the developed world seem to revel in. Some would say this kind of thought comes from a particular political ethos, but I've seen the same kind of dialogue put forth by everyone from counterculture liberals to fundamentalist conservatives. Who we are and why we are who we are is a question for everyone, I think, and there's no doubt that marketing is playing an ever-increasing role in defining our societies and our cultures. If this is an issue that you're at all interested in then the attention given to it from a marketing perspective in this book will be of value to you.
17 people found this helpful
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Reviewed in the United States on October 3, 2015
That book finally explain me , WHY in school kids forced to take all breakfast items regardless want they or not - and throw them away unused.... and why they not allowed take anything with them, even if its closed pack of juice... (Usually you think you buy it - you own it and can do anything and consume, if its food or drink, anytime - but not in school cafeteria).
Because kids are little customers, and training for "how to waste products" very important to make them good customers for life. Its all paid by food delivery company... Lol.
Reviewed in the United States on March 5, 2022
I was excited to see Klein's "No Logo" in hardcover. The book was delivered soundly and in good condition. Thank You
Reviewed in the United States on March 27, 2000
I'm just finishing this book and while reading it, I've been very impressed by Naomi Klein's very balanced treatment of culture jamming amidst the incredible growth in "branding" during the 1990s. She steers clear of using a lot of consultant-speak that permeate other contemporary media critiques (there is no discussion of dataspheres and meta-memes here) nor does she come off as some perma-activist who ascribes all of the worlds ills to international capitalism. She describes the branding phenomena and explains lucidly why it tends to go overboard and what the very real result on peoples lives are.
This books is a GREAT read and is recommended to anyone whose heart sinks when they see another Starbucks open on their street or can't stand to watch another obnoxious GAP commercial.
17 people found this helpful
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Reviewed in the United States on March 1, 2020
Naomi Klein captures the zeitgeist of an era and documents the anti-globalisation social movements from the 80s onwards. Should be read together with Tom Friedman’s Lexus and the Olive Tree to see what globalisation wrought and its discontents.
3 people found this helpful
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Top reviews from other countries

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Panayiotis Nikolaou
5.0 out of 5 stars Fast delivery
Reviewed in Germany on February 21, 2022
I liked that it came fast and the product is exactly how it looks
bissan hazem
5.0 out of 5 stars An excellent read
Reviewed in Canada on December 30, 2018
I can't believe I forget to write a review for this book until now. I am fallen back on writing reviews for books I finished reading. This book is an excellent read, entertaining and informative.
Naveen Kumar
5.0 out of 5 stars Paperback is actually Mass-market Paperback
Reviewed in India on July 13, 2020
Paperback is actually Mass-market Paperback. Do note this while you are planning to buy. Book is very good.
M. Pierre
5.0 out of 5 stars Critique de la logomanie
Reviewed in France on March 20, 2020
J'avais perdu cet ouvrage utile
LuisO
5.0 out of 5 stars Muy bien
Reviewed in Spain on October 6, 2019
Muy bien