organization and donations gathered from lemonade stands and loose change found in the crevices. "I doubt that many of you would welcome a commodity marketplace in which one competed solely on price, promotion and trade deals, all of which can easily be duplicated by competition, leading to ever-decreasing profits, decay and eventual bankruptcy." Others spoke of the importance. Like Saturn, both companies were selling a hip new relationship to the machine that left Big Blue IBM looking as clunky and menacing as the now-dead Cold War. From the beginning of the recession to 1993, Loblaw's President's Choice line, Wal-Mart's Great Value and Marks and Spencer's. Recent highlights include these innovations: Gordon's gin experimented with filling British movie theaters with the scent of juniper berries; Calvin Klein stuck "CK Be" perfume strips on the backs of Ticketmaster concert envelopes; and in some Scandinavian countries you can get "free" long-distance calls with. 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. David Lubars, a senior ad executive in the Omnicom Group, explains the industry's guiding principle with more candor than most.
No Logo by Naomi Klein: A Summary, Review, and Reaction
The idea, he explains, is to "build brands not around products but around reputation. What the success of both the Body Shop and Starbucks showed was how far the branding project had come in moving beyond splashing one's logo on a billboard. According to this law of diminishing returns, the more advertising there is out there (and there always is more, because of this law the more aggressively brands must market to stand out. What the election and the global embrace of Obamas brand proved decisively is that there is a tremendous appetite for progressive changethat many, many people do not want markets opened at gunpoint, are repelled by torture, believe passionately in civil liberties, want corporations out. So he will make a dramatic announcement about closing the notorious Guantanamo Bay prisonwhile going ahead with an expansion of the lower-profile but frighteningly lawless Bagram prison in Afghanistan, and opposing efforts to hold Bush officials who authorized torture accountable. The brand reinvented itself as a cultural sponge, soaking up and morphing to its surroundings. Correspondingly, public rage at corporate greed is at its highest point in decades. I decided to write, no Logo when I realized that there was a connection among these seemingly disparate trends, and that connection was the idea that corporations should produce brands, not products. Obama, in sharp contrast not just to social movements but to transformative presidents like FDR, follows the logic of marketing: Create an appealing canvas on which all are invited to project their deepest desires, but stay vague enough not to lose anyone but the committed.