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, award-winning journalist and columnist, is the Gloria Steinem Endowed Chair in Media, Culture, and Feminist Studies at Rutgers University. She is author of The Shock Doctrine, This Changes Everything, No Is Not Enough, The Battle for Paradise and On Fire: The Burning Case for a Green New Deal. Her articles appear in The Intercept, Rolling Stone, The Nation and The Guardian, She is co-founder of the climate justice organization The Leap.