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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.
Speaker
Naomi Klein
Naomi Klein is a professor in the Department of Geography at the University of British Columbia, the founding co-director of UBC’s Centre for Climate Justice, and Honorary Professor of Media and Climate at Rutgers University. Her writing has appeared in leading publications around the world, and she is a columnist for The Guardian. The New York Times says, “She is that nearly extinct breed of activist: one who never stops questioning orthodoxies and interrogating her own beliefs.” She is the award-winning author of such bestsellers as This Changes Everything, The Shock Doctrine, No Logo, No Is Not Enough, and On Fire. Her latest book is the highly acclaimed Doppelganger.
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