No Logo: Taking Aim at the Brand Bullies
The growth in the power and reach of multinational corporations can be traced to the idea developed by management theorists in the mid-1980s that corporations must primarily produce brands, as opposed to products. The Nikes and Hilfigers took the cue. Riding the wave of so-called trade liberalization, they moved manufacturing overseas to low-wage countries. They no longer owned the means of production. It was literally unimportant. The new economic model poured money into marketing and sponsorship. Uberbranding, from caps and shirts to schoolbooks and sporting arenas, became the operative mode. Activists from Prague to Melbourne are resisting, saying “No Logo!” October 13, 2000.
Naomi Klein is a senior correspondent at The Intercept and Professor of Climate Justice at the University of British Columbia. She was the inaugural Gloria Steinem endowed chair of media, culture and feminist studies at Rutgers University until September 2021. She is an award-winning journalist and author of many books including: How to Change Everything, On Fire: The Burning Case for A Green New Deal, No Is Not Enough, This Changes Everything, The Shock Doctrine, and No Logo. In addition to The Intercept her articles appear in The Guardian, Rolling Stone and The Nation.