![]() ![]() #Vbook logo movie#Along the way, the brands attempted to associate their names with everything from movie stars and athletes to grassroots social movements. As this happened, the brands' obsession with the youth market drove them to further associate themselves with whatever the youth considered "cool". The book discusses how brand names such as Nike or Pepsi expanded beyond the mere products which bore their names, and how these names and logos began to appear everywhere. According to Klein, in response to an economic crash in the late 1980s (due to the Latin American debt crisis, Black Monday (1987), the savings and loan crisis, and the Japanese asset price bubble), corporations began to seriously rethink their approach to marketing and to target the youth demographic, as opposed to the baby boomers, who had previously been considered a much more valuable segment. These slowly gave way to the idea of selling lifestyles. Early examples of brands were often used to put a recognizable face on factory-produced products. Klein argues that there has been a shift in the usage of branding and gives examples of this shift to "anti-brand" branding. The book begins by tracing the history of brands. The first three deal with the negative effects of brand-oriented corporate activity, while the fourth discusses various methods people have taken in order to fight back. The book comprises four sections: "No Space", "No Choice", "No Jobs", and "No Logo". ![]() #Vbook logo windows#She goes on to discuss globalization in much greater detail in her book Fences and Windows (2002). While globalization appears frequently as a recurring theme, Klein rarely addresses the topic of globalization itself, and when she does, it is usually indirectly. Many of the ideas in Klein's book derive from the influence of the Situationists, an art/political group founded in the late 1950s. She pays special attention to the deeds and misdeeds of Nike, The Gap, McDonald's, Shell, and Microsoft – and of their lawyers, contractors, and advertising agencies. Throughout the four parts ("No Space", "No Choice", "No Jobs", and "No Logo"), Klein writes about issues such as sweatshops in the Americas and Asia, culture jamming, corporate censorship, and Reclaim the Streets. ![]() The book focuses on branding and often makes connections with the anti-globalization movement. ![]()
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