No Logo

Brands Globalization Resistance

Part of the Series: MEF Debt & Consumerism Collection

NO LOGO, based on the best-selling book by Canadian journalist and activist Naomi Klein, reveals the reasons behind the backlash against the increasing economic and cultural reach of multinational companies. Analysing how brands like Nike, The Gap, and Tommy Hilfiger became revered symbols worldwide, Klein argues that globalisation is a process whereby corporations discovered that profits lay not in making products (outsourced to low-wage workers in developing countries), but in creating branded identities people adopt in their lifestyles.

Using hundreds of media examples, NO LOGO shows how the commercial takeover of public space, destruction of consumer choice, and replacement of real jobs with temporary work the dynamics of corporate globalisation impact everyone, everywhere. It also draws attention to the democratic resistance arising globally to challenge the hegemony of brands.