I
n her book
No Logo,
Naomi Klein details the aspects of global
corporate growth that have led to consumer backlash against
brands. She explains the subject of her book as follows:
The title
No Logo
is not meant to be read as a literal slogan
(as in No More Logos!), or a post-logo logo (there is already
a No Logo clothing line, I’m told). Rather, it is an attempt to
capture an anti-corporate attitude I see emerging among
many young activists. This book is hinged on a simple
hypothesis: that as more people discover the brand-name secrets
of the global logo web, their outrage will fuel the next
big political movement, a vast wave of opposition squarely
targeting those with very high name-brand recognition.