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 zeitgeist with such precision that they seem to blur the lines between the page and the real world and become part of the urgent, rapidly unfolding changes they are describing. On 30 November 1999, mere days before the publication of Naomi Klein’s debut, No Logo, the epochal “Battle of Seattle” began. Tens of thousands turned out to protest against the World Trade Organisation, and the global corporate interests it represented, and were met with tear gas, pepper spray, rubber bullets and stun grenades. Seattle’s mayor declared a state of emergency, and a massive “no protest zone”, as the violence continued, while the chief of police resigned.

Reading No Logo back then in my first year at university was hugely formative; the book, mixing eye-opening reportage with sharp-tongued analysis of consumer capitalism, was a bible for understanding the world my generation was growing up in and the motor behind a new kind of grassroots politics. The battle lines were clear, as ordinary citizens around the world stood in opposition to corporate greed, sweatshops, union-busting, “McJobs”, privatisation and environmental destruction: and the avatar for them all, the increasingly unavoidable logos of western “superbrands”.

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