No Logo

Introduction

The title is a manifesto. It is an absolute denial displayed decisively in the deck Eskenazi's book makes for Naomi Klein: a NO in red followed by a white square that inscribed the word logo as a generic substitute for any logo can be placed within that space. Naomi Klein investigated the marketing strategies of major companies, threatened by competition rolling margins, and abandoned the discourse about the quality of products to devise strategies to promote their products based on the idea before they sell all, through their brands, a way of life. It describes the invasion of brands in everyday life. She went into the field to account for behind the scenes, the reality of sweat-shops and social consequences in poor countries: the production of Western companies, having only secondary importance, there de-localized where labor is exploitable to thank you. It also shows how stores of these brands, in developed countries, do more than "student jobs" in a typical context of flexible employment. Finally, it focuses on the protests and resistance born in recent years and the refusal to be "sucked" and accomplices.

Discussion

Naomi Klein analyzes a side effect of the expansion of the brand, more difficult to trace: the colonization of the mental space of people, especially young people, by the brand. By the early 90s, youth culture has become one of the most coveted markets. While the adults would run thrift stores, their children, they were willing to pay to be trendy, cool. As these young people have the advantage of the herd instinct, it was not for the wrong target generational (age of the "inspirational age," about 17 years). Large companies have bought the boards of companies specializing in the "cool commercial" (e.g., Sputnik Agency) and recruited "change agents" or "cool hunters" (that is to say, ...