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Quick - how many brand names or logos are visible on the outside of your clothing? Your computer equipment? Have you ever noticed a Red Hat bumper sticker? Warren A. Layton sent us an interesting review of No Logo which will have you examining your surroundings for just such signs. Depending on your bent, you may also be reminded of the character Francisco d'Anconia in Atlas Shrugged when he declares "The coats-of-arms of our day are to be found on billboards and in the ads of popular magazines."

No Logo: Taking Aim At The Brand Bullies author Naomi Klein pages 490 publisher Knopf (Canada), Picador USA (US), Flamingo (UK) rating 9 reviewer Warren A. Layton ISBN 0-312-20343-8 summary The author takes on the The Big Brands from many different angles.This goes beyond just buying "sweatshop-free" clothes to such issues as reclaiming public space and attacking corporate manipulation.

The Scenario

At first glance, No Logo: Taking Aim at the Brand Bullies may seem like the same-old rant against Nike. Upon reading the introduction, I realized that this was something more powerful and more interesting. The author picks apart the nature of these brand bullies to give us a better understanding of their mentality, what they hope to achieve and what exactly they're doing to accomplish all their goals. Obviously, some names will come up quite often (such as Nike, Disney, The Gap, Wal-Mart, Starbucks and Microsoft, just to name a few). However, she doesn't just stop at "Nike is bad because of the sweatshop labor practices" - she analyzes the company's marketing strategies, its sponsorship deals, its "charity" work and its influence in the classroom. Klein takes a look at each scenario from many different angles and backs up each of her observations with a multitude of examples and real world experiences.

The book is divided into four sections: 'No Space,' 'No Choice,' 'No Jobs' and 'No Logo.' 'No Space' is about the cluttering of our public spaces with ads; 'No Choice' describes different tactics used by big-name brands to drive independent retailers out of business; 'No Jobs' takes aim at sweatshop labour but with the corporations' "Brand, not products!" mentality in mind (it also includes details of Klein's trip to an Export Processing Zone just south of Manila); finally, 'No Logo' documents the global movement against branding and many of the organizations and people behind the revolt. It is also noted that while globalization is considered by many to be Pure Evil (tm), it has allowed this movement against multinational corporations to spread across the globe much more quickly and efficiently.

What's Bad?

To be honest, there is very little that I didn't like about this book. However, there was one little thing that I did notice, but it was not detrimental to my reading enjoyment.

Although my opinion is obviously biased, I was disappointed that there was no mention of Free Software or some other not-for-profit projects that benefit everyone. I find that many of the corporate ties within the Free Software community are very much along the lines of Klein's notion of an ideal balance between corporations and communities. It should be noted, however, that the most recent example in the book is dated June 1999, so it's possible that the word "Linux" hadn't reached Klein's ears by that time (except for some of the IPO hype).

When Klein starts talking about rebellious movements across North America, Europe and beyond, I was hoping for something like Free Software. In other words, I wanted to read about some sort of alternative that is being offered by these anti-brand revolutionaries. What I found were Adbusters that go around defacing billboards and ravers that take over downtown streets for day-long parties. I'm not disputing the message that these movements began with; they both are tools that are being used to reclaim some of the public space. In the end, though, that's all they are: tools. They can be easily used for the wrong reasons by the wrong people. Fortunately, Klein is quick to point this out and doesn't shy away from pointing out both good and bad aspects of each.

What's Good?

Klein's fluid writing style really shines throughout this book and her arguments are sharp and well targeted. The result is a a text that holds together extremely well. Even when Klein seems to be going off on a tangent, she is really just taking a different perspective on the issue of branding. Dividing the book into four sections also allows for great reading, because both author and reader can focus on a specific issue in each part. This encapsulation is almost flawless; Klein manages to tackle each individual chapter with different arguments without ever losing sight of her primary goal.

Another impressive aspect of this book is the sheer number of examples that Klein discusses. Each chapter is packed with examples that support her claims, with each one being examined quite thoroughly. The amount of research that went into this book is nothing short of phenomenal (although there is no shortage of corporate horror stories these days). Klein's interviews with workers in the Cavite export processing zone vividly illustrate the difference between what we see in stores and what happens behind the scenes. None of this is news to us: we have all read about Nike's sweatshop labour practices. However, this book digs further to attempt to uncover the true motivations behind these practices and how they are still possible despite the public's disapproval.

I found that each section contained one exceptional chapter. In 'No Space,' "The Branding of Learning" (chapter 4) is simply wonderful, especially for people still in school (like myself). You'll read about grade school kids making Nike sneakers as "an educational experience" and a 19-year-old student being suspended for wearing a Pepsi shirt on "Coke Day." In 'No Choice,' "Corporate Censorship" (chapter 8) should be of interest to most Slashdot readers. Much of this probably won't be as shocking to you, but it's really pleasant to read it from somone on "the outside" that truly gets it. In "No Jobs," "The Discarded Factory" (chapter 9) offers the same old shocking facts about sweatshop labour with a fresh perspective which only makes the situation seem worse. The whole "No Logo" section is wonderful, with the exceptions stated above in "What's Bad?"

So What's In It For Me?

If you have been paying close attention to the big brands and some of their dubious business practices, much of the examples won't be news to you. Some of the events that are described have already been covered by investigative TV reports such as 20/20 and Dateline as well as many major magazines. However, I still think you would enjoy the points that Klein raises and how she ties everything together into a well thought-out package.

If you are like me and you're not as familiar with these events, this book is a must read. It will guide you through some of the events surrounding Nike, Disney, The Gap and other multinationals throughout the past decade and let you know where we stand today. Students should especially like "No Space," especially with the commercialisation on campus and in the classroom.

For more information, I suggest that you take a look at the following Web sites:

• nologo.org: The official site with lots of links to organizations mentioned in the book.
• http://www.nikebiz.com/labor/nologo_let.shtml: Nike's response to No Logo (dated March 8th 2000)

Table of Contents

1. No Space - New Branded World
2. No Space - The Brand Expands: How the Logo Grabbed Center Stage
3. No Space - Alt.Everything: The Youth Market and the Marketing of Cool
4. No Space - The Branding of Learning: Ads in Schools and Universities
5. No Space - Patiarchy Gets Funky: The Triumph of Identity Marketing
6. No Choice - Brand Bombing: Franchises in the Age of the Superbrand
7. No Choice - Mergers and Synergy: The Creation of Commercial Utopias
8. No Choice - Corporate Censorship: Barricading the Branded Village
9. No Jobs - The Discarded Factory: Degraded Production in the Age of the Superbrand
10. No Jobs - Threats and Temps: From Working for Nothing to "Free Agent Nation"
11. No Jobs - Breeding Disloyalty: What Goes Around, Comes Around
12. No Logo - Culture Jamming: Ads Under Attack
13. No Logo - Reclaim the Streets
14. No Logo - Bad Moon Rising: The New Anticoporate Activism
15. No Logo - The Brand Boomerang: The Tactics of Brand-Based Campaigns
16. No Logo - A Tale of Three Logos: The Swoosh, the Shell and the Arches
17. No Logo - Local Foreign Policy: Students and Communities Join the Fray
18. No Logo - Beyond the Brand: The Limits of Brand-Based Politics
19. Conclusion - Consumerism Versus Citizenship: The Fight for Global Commons

Purchase this book at Fatbrain.

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