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Trond Andresen
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>NO LOGO: A BRILLIANT BUT FLAWED PORTRAIT OF
>CONTEMPORARY CAPITALISM
>
>A review of No Logo, by Naomi Klein, HarperCollins/Flamingo, London,
>2000. 490 pp
>
>by Walden Bello
>
>When the young Canadian woman modestly handed me her book, with
>the quiet dedication "to Walden, with respect and solidarity," little did I
>know that I was receiving a stick of dynamite. Before our meeting at the
>World Social Forum in Porto Alegre, Brazil, a few weeks ago, I had, of
>course, heard of Naomi Klein and had read somewhere that her No
>Logo was fast becoming the anthem of the anti-globalization movement.
> But nothing had prepared me for the dizzying intellectual experience of
>going through the book.
>.....
>Klein's essential point is that capitalism in the age of globalization is the
>age of the brand, the logo. Logos are everywhere, staring at you during
>your most private operation in the john; invading once clearly marked
>delineated public spaces like schools; becoming, like the Nike swoosh,
>the centerpiece of athletic and cultural spectacles. We live in a
>"branded world" where taste, cultural standards, and ultimately even
>values are increasingly defined by mega-brands like Nike, whose
>swoosh has come to represent the ultimate in athletic style and whose
>slogan "Just Do It" identified it with the assertion of individuality.
>
>The Age of the Brand witnesses the evolution of a new relationship
>between the producer and its product. Whereas brands were originally
>meant to assure the quality of the product, today the brand has
>detached itself from the product to become instead the selling point.
>.........
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http://www.itk.ntnu.no/ansatte/Andresen_Trond/naomi_klein.rtf
Trond Andresen
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