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1. TAKING AIM AT THE BRAND BULLIES NAOMI KLEIN
A BOOK REVIEW BY
GROUP Q:
Camille Du
Nathan Siu
Andrea Fox
Vijay Raju
Joanne Wong
Maggie Chow

2. NAOMI KLEIN
 Born into a political family
• As a child was obsessed by
branded
merchandise

 Acclaimed journalist, writer and
social activist
• Current journalist of the New York
Times and The Guardian
• Author of the international best
seller The
Shock Doctrine: The Rise of
Disaster Capitalism, 2007
• Critic of corporate globalisation
 Spent 5 years writing No Logo
through extensive travel, tracking the
rise of anti-corporate activism

3. • Named one of the top 100
most
important Canadian books
ever
published, The Literacy
Review of
Canada
• No Logo is about brands –
Klein raises awareness
about the
social, political, and ethical
issues
involved with multinational
super
brands
‘A Movement Bible’ The New York
Times
 No Space
 No Choice
 No Jobs
 No Logo

4. NO NO
SPACESPACE

5.  Products were generic and brand-less
 Late 1900s started a shift where marketing and
branding was
the most important factor
• Production and quality took the back seat

6.  No area is free of it
• Even vending machines are branded
 Brands integrated in all aspects of
life
• Event sponsors (Olympics)
• Opinion leaders
• Rogers Arena
 They control our perceptions
• Nike means athletic

7.  Use of opinion leaders to influence our thoughts
 Is it right for Michael Jordon to be the face of a
brand that he
would not wear if it weren’t for Nike
endorsements?
 Should brands invade our everyday life and hire cool
opinion
leaders to promote their products?

8. NO NO
CHOICECHOICE

9.  Large corporations own the market
Buyout strategies
• Wal-Mart purchases Woolco and Wertkauf
 Purchasing power of retailer
• Wal-Mart pressures suppliers to lower prices
• Nirvana incident
 Monetary advantage
• More advertisements
• Turning the world into an experimental “Hollywood”

10. No choice for consumers: only big brand names
Bulling suppliers
• Can suppliers go elsewhere?
 Who can fight back?
Will the world turn into one big brand name for each
sector?

11. NO JOBSNO JOBS

12.  The Discarded Factory
• Export processing zones – EPZs
• The “promise” – industrialization in LCDs
• The reality – a development mirage
 Threats and Temps
• Back home, full-time jobs replaced by temporary
contract, part-time
workers, freelance, homemakers
• Example – Microsoft
 Breeding Disloyalty
• Layoffs, elimination of permanent jobs, loss of stability
causing
backlash of employees against the corporations

13. Multinational Corporations and Exploitation
• The demand for the cheapest labor possible creates a
wage lower
than what’s required for subsistence
Multinationals and Unfair Competition
• MNCs act as consumers “shopping around” for the
cheapest labor
creating cutthroat competition
Multinationals and Human Rights
• MNCs using contractors may not indirectly violate basic
human rights

14. NO LOGONO LOGO

15.  Political Movements
• Adbusters Magazine & Culture Jamming
• Reclaim the Streets Movement
• McLibel Trial
• Anti-sweat shop movements

16. A form of subvertising aiming to expose questionable political
assumptions behind commercial culture
Re-figuring ads to support personal freedom of consumption
 Local organizers blocking busy roads
 Large-scale Bike ride movement
 Claiming back Public space lost to branded life
 Stood up for political issues
 Global Street Party in 1998

17.  Sweatshop – a term for any working environment
considered to
be unacceptably difficult or dangerous
 McDonald’s VS Morris & Steel
 Make a difference through the governments and
taking legal
actions

18.  Marxism undertone
 Being a brand of itself
• Publishing through a media monopoly – Flamingo

19.  Ideas over-generalized to audience
 Lack of alternative views
• Sponsorship
• Foundations
 Record of observations, what’s next?
 Petition and government regulations