No Logo at 20: have we lost the battle against the total branding of our lives?

It was the bestseller that brilliantly critiqued the political power of the ‘superbrands’ and shot Naomi Klein to fame. Two decades on, we ask her, how does it stand up in our world of tech giants and personal brands?Some political books capture the ze…

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Naomi Klein: ‘Trump is an idiot, but don’t underestimate how good he is at that’

The US has a president who embodies many of the things Naomi Klein has been warning about for years. She says her new book had to be written before things got worse

The fact that Naomi Klein predicted the forces that explain the rise to power of Donald Trump gives her no pleasure at all. It is 17 years since Klein, then aged 30, published her first book, No Logo – a seductive rage against the branding of public life by globalising corporations – and made herself, in the words of the New Yorker, “the most visible and influential figure on the American left” almost overnight. She ended the book with what sounded then like “this crazy idea that you could become your own personal global brand”.

Speaking about that idea now, she can only laugh at her former innocence. No Logo was written before social media made personal branding second nature. Trump, she suggests in her new book, No Is Not Enough, exploited that phenomenon to become the first incarnation of president as a brand, doing to the US nation and to the planet what he had first practised on his big gold towers: plastering his name and everything it stands for all over them.

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