NO LOGO, Naomi Klein

Dez anos atrasada mas ainda em tempo: o excelente NO LOGO de Naomi Klein:

Changing the subject from branding to politics was no great sacrifice because politics was what brought me to marketing in the first place. The first articles I published as a journalist were about the limited job options available to me and my peers – the rise of short-term contracts and McJobs, as well as the ubiquitous use of sweatshop labour to produce the branded gear sold to us. As a token “youth columnist”, I also covered how an increasingly voracious marketing culture was encroaching on previously protected non-corporate spaces – schools, museums, parks – while ideas that my friends and I had considered radical were absorbed almost instantly into the latest marketing campaigns for Nike, Benetton and Apple.

I decided to write No Logo when I realised these seemingly disparate trends were connected by a single idea – that corporations should produce brands, not products. This was the era when corporate epiphanies were striking CEOs like lightning bolts from the heavens: Nike isn’t a running shoe company, it is about the idea of transcendence through sports, Starbucks isn’t a coffee shop chain, it’s about the idea of community. Down on earth these epiphanies meant that many companies that had manufactured their products in their own factories, and had maintained large, stable workforces, embraced the now ubiquitous Nike model: close your factories, produce your products through an intricate web of contractors and subcontractors and pour your resources into the design and marketing required to project your big idea. Or they went for the Microsoft model: maintain a tight control centre of shareholder/employees who perform the company’s “core competency” and outsource everything else to temps, from running the mailroom to writing code. Some called these restructured companies “hollow corporations” because their goal seemed to be to transcend the corporeal world of things so they could be an utterly unencumbered brand.





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