ISBN: 0312421435
ISBN 13: 9780312421434
By: Naomi Klein

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About this book

28-year-old writer and journalist Naomi Klein describes that much-maligned, much-misunderstood generation coming up behind the slackers. Theirs is a world in which all that is alternative is sold, where innovation is adopted by faceless corporations.

Reader's Thoughts


This is my bible. Why? Well, we live in an age when every experience, from driving down the street, to listening to music or surfing the internet, all result in one inevitable conclusion- commercial bombardment. This book illustrates how before advertising, people actually cared which shoe lasted longest or looked best. Now, people are more concerned with branding. The modern corporation devotes enormous time and money to figuring out how to sell cool to the youth of America. And Naomi Klein, evenhandedly, describes both the problem and those who resist. It's incredibly fast, as it's filled with interesting anecdotes about products we've come to love.


This is one of those perfect books, along with "Zinn's People's History". Basically its a evaluation of corporations shift from manufacturing to marketing. From creating products to creating a brand. It addresses the social impact these decisions have had on American labor movement, manufacturing base. It also evaluates of how we see ourselves through the products we buy. It is extremely easy to read, well written, and good stories. I read alot of political books, but Naomi find so many stories I have never heard about. And writes about topics like marketing and advertising in a very entertaining way. And for once there are stories of victories for the good guy (yes the workers win a few once in a while!). There are extremely depressing stories as well, nothing that affects the labor force across the world is usually good. But Naomi strikes a balance. You want to learn about who runs this world, and how power works, this is the book.

Todd Martin

No Space:Public space is being branded at an ever increasing rate. From sports stadiums and athletes to concerts and educational institutions. These brands have an extraordinary influence over public policy and our lives. No Choice:As companies gain power they are taking over entire segments of the marketplace and ‘synergizing’ their brand. The classic example is the publishing company, which owns the distributing company that gets the product to the stores, the communications outlets which provide the marketing and advertising and the retail outlets which sell to consumers. To a large extent, these monopolies get to pick and choose what you see, hear and read. The free exchange of ideas is limited and the scope of public conversation restricted.No Jobs: Companies are increasingly outsourcing all manufacturing operations to 3rd party vendors which primarily reside overseas in impoverished countries. In free trade zones around the world individuals work in sweatshops for slave wages to produce overpriced branded products for the developed world. As more companies adopt this model of production, there is a race to the bottom as good manufacturing jobs in the US are exported.No Logo:Student groups, universities, unions, shareholders and municipal governments are fighting back by holding companies responsible for the work practices of their suppliers. They are leveraging the power of the company brand as a means of shaming these institutions into behaving responsibly. Will it work? At the time the book was written (late 1990’s), the author seemed to sense a global movement building. Ten years later, it’s hard to see any appreciable change. If anything, companies have only grown stronger and have increased their hold over federal lawmakers and their visibility in the public sphere.


definitely some good information, but something about the books style turns me off. i feel a little preached to, or manipulated. I guess my recent-college-student self wants more of an attempt to appear objective. objectivity may be an illusion, but it is one of my personal favorites.


um, read this has an unfortunate problem: written in the late nineties, detailing the then-prevailing juggernaut of unbridled globalization, its analysis was almost immediately dated once sept 11 changed the topic of the conversation. in my 2002 edition klein adds a slim afterword/nonupdate that, from the vantage point of 2007, fails to properly reargue her original and very persuasive terms.that said, this is a staggeringly broad and well-researched book. it doesn't just rehash what we (already back then, of course) knew about the unholy troika of brand-based multinationals, cheap third-world labor, and regulatory failure. it combines sophisticated cultural analysis of what branding is (the colonization every piece of life with ideologically imagined products) with a description of the labor and capital conditions of the late 20th particular, klein argues that the companies have ceased to see themselves as holding responsibility for any of their workers, whether skilled or unskilled. workers' lack of security, combined with resentment at shrinking public spaces and the encroachment of marketing, have produced and will continue to fuel anticorporate movements.we all remember the late 90s antiglobalization movement. ten years later it's a different globalization and the media is thankfully paying attention. anyway, read this book to understand a period of recent history that (for me) is hard to remember, because i was a teenager and because of the shocks that have followed.


Reviewer Marc states "Despite what Naomi Klein is trying to imply, the vast majority of the factory workers is happy to have these jobs and nobody is forced to take them", which is precisely the flawed reasoning Klein takes on and demolishes in her beautiful yet tragic portrayal of the post-industrial United States in her well-written and easy to read No Logo. Obviously, neo-con, pro-free trade leaning people will find this book trite simply because of the beliefs Klein holds (it would be like a liberal reading Ann Coulter). Klein proves that the jobs that people are "happy to have" in the developing world are actually forced upon them, and shows a plethora of other atrocities corporations commit daily. What a good book!


This book is amazing. It was my bible for awhile. It is an exteremely comprehensive look at advertising, corporate culture, globalisation and anti-corporate activism. It reminds of the things that were important to me in my activisty time and college, why I wanted to go to law school and what I hoped to accomplish. It instills a sense out outrage and inspires one to do more.


Naomi Klein is an incredibly sloppy scholar. As a writer she reminds me of Malcolm Gladwell. Both write books that seem as if their author has reflectively thrown everything they've found that seems vaguely interrelated and interesting. In this book, Klein takes on marketing, branding, and sweatshops. Her main theme is the gradual corporatization of the world, but I find it hard to compare the absolute horrors of sweatshops (which her investigative journalism exposed beautifully) to the public eyesores of billboard advertising or the general annoyance of mass marketing and branding. Which is not to say it's not related, but the problems of the sweatshops, imo, are much more relevant and interesting to our lives and worlds, then the minor annoyances of a logo on a stadium.Again, don't get me wrong. It's all important, and it's all interrelated, but conflating the subjects - conflating something that is horrifically exploitative and is damaging individuals and countries to the concerns of well-heeled Americans who don't like advertising seem to me absurd.That said, it's a good book, well written and full of great reporting on sweat shops and the way corporations silently run them (and fuck over nearly everyone, including, eventually, US, the consumers).

مروان البلوشي

لفترة ما في التسعينات، كانت ناعومي كلاين هي الصوت الأميركي الأكثر غضباً ورفضاً لكل نتائج العولمة والثقافة الاستهلاكية التي أصبحنا نعيشها في كل دقيقة وساعة من حياتنا. تحكي كلاين عن طفولتها ومراهقتها قائلةً أنها كانت مهووسة بالموضة والأزياء وأغلى السلع والبضائع، وأنها كانت تقيم نفسها والآخرين من خلال ما يمتلكونه. وكانت تحلم بالعمل في إحدى الشركات الدولية الكبرى.ولكنها تغيرت فيما بعد، وهذا التغير الذي نضج أثناء عملها في مجلة "تايم" الأميركية الشهيرة جعلها ترى أضرار العولمة نمط الحياة الاستهلاكية على حياة البشر وأخلاقهم ومعاملاتهم اليومية، وكذلك مستويات الفقر والمعيشة في بلدان العالم الثالث.نشرت ناعومي كلاين هذا الكتاب في العام 2000، ينقسم الكتاب إلى 4 أقسام وهي: بلا مكان، ويتحدث عن غزو الاعلانات التجارية للفضاء العام في أي مجتمع. أم القسم الثاني من الكتاب وهو : بلا اختيار، ويتحدث عن الأساليب المختلفة التي تستعملها الشركات العالمية العملاقة للقضاء على صغار التجار وأصحاب المحلات والأعمال الصغيرة المستقلة. أما القسم الثالث من الكاتب وهو : بلا وظيفة، فيتحدث عن الطريقة المشابهة التي يقترب فيها العمل في الشركات الكبرى من العبودية، بدون أن يشعر العاملون هناك بذلك. ويتحدث القسم الأخير من الكتاب وهو : بلا ماركة، عن الحراك العالمي ضد سيطرة الشركات الضخمة المتعددة الجنسيات والثقافة الاستهلاكية على حياتنا.يتميز الكتاب بأسلوب الكاتبة السهل الممتنع (باللغة الإنجليزية) ويتميز كذلك بالأمثلة الواقعية التي صاحبت جميع أقسام الكتاب. كما أن الكاتبة لم تعتمد فحسب على خبرتها كصحفية، بل قامت بمقابلة عشرات العاملين في الشركات الكبرى التي أضحت توجه أسلوب حياتنا، وتقوم ناعومي كلاين بكشف تفاصيل الفساد الأخلاقي وفساد الذمم المنتشر في هذه البيئة.الكتاب يستحق القراءة وخاصة لمن يريد أن يزيد معرفته عن العالم الاستهلاكي الذي نعيش فيه اليوم.


This book was an eye-opening confirmation of my own concerns and criticism of the false economy called good business in the popular media. It provides solidly researched and biographical evidence of how the current practices of outsourcing and Export Processing Zones are our current version of slave labour and slave markets.Also fascinating is the history of advertising, its ups and downs, and the role of advertising in creating markets. I love the following quotation from the book, and have in my random e.mail signature list: David Lubars, a senior ad executive in the Omnicom Group, explains the [marketing] industry's guiding principle with more candour than most. Consumers, he says, 'are like roaches – you spray them and spray them and they get immune after a while' (9). At the time the book went to press, I remember watching her doing her book tour thing. I saw her interviewed 3 or 4 times, I guess, and each one of the so-called journalists tried to embarrass her by citing her as being a hypocrite for using the very eye-catching 'logo-ish' book cover to help sell a book criticizing logos. This displayed two things about the quality of the media. Either they were not reading the book, because it wasn't really about logos as such and two, that there was enough veracity in the book, that they didn't want to touch it for a 10 foot pole.And finally, this book affirmed my observation that the destruction of the middle class is well advanced because the middle class are the group the who primarily support the EPZ slave market products with their love affair with the Wal-Marts of the world, and their emulators.A must read book for anyone wondering why they can buy clothes for pennies - some young girl, working 24 hour shifts somewhere in the world for pennies, often with armed guards keeping prying eyes out, is the reason. Side note: After reading this book, I sent her a copy of my little essay 'Death by Freezing: The Ideology of Economics' that I'd written several years before reading No Logo. She wrote a very nice comment. If you are curious, click here.


If there's anyone out there who is or wishes to be in the activist game right now that has not yet discovered Naomi Klein, they need to get reading. Very scholarly, well researched and exacting in her arguments, she consistently tears hyper capitalism apart in this book, as well as in The Shock Doctrine. Get busy out there folks! Also, her website is an excellent resource for keeping track of abuses done around the globe by our western corporate money printing machine.


This book's divided into four sections—No Space, No Choice, No Jobs, and No Logo. The first three are cool, they talk about, respectively, how corporations in the 90s took over all our space with their logos, how we have no choice but to buy their products since they buy all the other smaller companies and it's crazy hard to find indie stores anymore, and how there aren't any good jobs since corporations like Nike outsource everything to Burma. These first three sections are really good. Everyone knows corporations are evil and this book tells you about it. The final section, No Logo, however, which takes up about 40% of the book's entire length, is about how some people, "culture jammers" or "adbusters" or whatever, are starting to fight back, and spray-paint ads to say funny stuff like "Think Stupid" instead of "Think Different," or, you know, protesting or whatever. WHO CARES. Why are corporations still doing evil stuff, then? No one wants to read 200 pages about a bunch of people running around pasting up posters and organizing rallies. At least I don't. But I did. So I say, read the first three sections of this book, because they're really good, esp. the first two, and skip the last one. Radiohead likes this book so it can't be that bad but then again they love Douglas Adams too.


For an understanding of what's going on in the current social sphere, No Logo should be required reading. Not that the book is perfect, but it contains a wonderful analysis of how the corporate sphere has expanded to fill virtually all areas of public space and dialog. One of the most surprising aspects in reading the book is the realization of how complicit we have all been in our own corporate takeover. In the early 90s, major companies (Nike being the paradigm, but for from the only example) shifted their focus from manufacturing to brands - from selling objects to selling "lifestyles." It might seem like a ridiculous concept, but even well-educated, critical people have fallen for it. I've never bought into the idea that Nike embodies the sports ethos, but I am one of the legions of computer geeks who have gotten into long, heated arguments about the merits of Microsoft vs. Apple. Apple's ads push the idea that what it sells is innovation and hipness - but Apple just sells electronic equipment. To believe otherwise is to have fallen for their marketing ploy hook, line, and sinker. Not a electronics nerd? Chances are, then, you've probably shopped at The Body Shoppe because of its family-eco atmosphere, or in some other way unknowingly bought into some company's lifestyle image.The first section of the book deals with the fallout from this switch in focus by the major multinationals, divided into three chapters. The first, "No Space", deals with how branding is encroaching on all aspects of life (most insidiously, education - if you want to convert minions to your brand, best to start them young). The second, "No Choice", talks about how the spread of branding restricts public dialog (brands are, after all, privately owned and subject to copyright/trademark, allowing the companies to control who says what about them - while at the same time expanding to control more of the media and public spaces). The third, "No Jobs", deals with how the switch from products to branding creates a logical divorce from manufacturing, and therefore from any need to support workers in an ethical fashion. Each one of these chapters is persuasively argued and incredibly well-researched. It is these chapters that make No Logo a must read, and the reason it gets five stars.It is in the final section, "No Logo", that Klein struggles a bit more. This chapter covers the rise of anti-corporate and anti-branding advertising in response to the encroachment of the multinational. While Klein makes a convincing argument that there are a growing number of activists joining the movement, she makes a few serious omissions. One error is an issue of methodology - many of the anti-branding activists act by appropriation: taking a brand and then twisting or subverting its meaning. This can be used to deliver a stinging indictment of the brand, and can be thought of as leveraging the brands power against itself. Yet what Klein and the other activists fail to consider is the possibility that ANY repetition of the brand, even one that is ostensibly critical, may in fact extend the brands power. I'm reminded of a recent NY Times op-ed (, that posits that denouncing a message may reinforce it simply by repetition. Klein never considers the fact that brand appropriation may, in fact, be counterproductive.Klein's biggest flaw in "No Logo," however, is her refusal to acknowledge individual responsibility. In fact, in several parts of the book, she chastises activists for veering towards what she calls "consumer-watch finger-wagging." Yet a large part of the problem, as I pointed out at the beginning of this review, is that we have been 100% complicit in this takeover. Corporations can only sell us a lifestyle if we continue to buy it (and buy it and buy it and buy it). If we refuse to buy products made in sweatshops, refuse to succumb to corporate control of dialog, then the power of the multinational will wain - but doing so requires that we ALL take full responsibility for our purchases. Protests and activist design are great, but it's only real lifestyle changes that are going to free us from the power of the brand - a point Klein stops short of making.


This will be my first book on, officially. The most "Adult" book I have read, alongside Howard Zinn's A People's History of the United States, in my twenties. I have the biggest crush on Naomi Klein. For anyone interested in the negative effects of corporations on third-world companies I would also recommend reading The Corporation (or just watch the documentary, which includes interviews with both Naomi Klein and Howard Zinn. I recommend watching the documentary since it includes a bonus dvd apart from the documentary of prominent figures talking specifically about certain issues. You also get to SEE Naomi Klein, ha ha). It brings to the reader's attention the phenomenon of Branding, like Starbucks, Starbucks, Starbucks!!! for example, the word itself being etched into the psyche of the collective unconscious, as a form of corporate advertising.


Having read it about a year after it was first released, I felt as though my eyes had been suddenly opened to a rather horrible reality about how globalized (a.k.a. transnational) capitalism was concentrating wealth in the hands of a powerful few and exploiting a poor majority for their labour. To read it now would surely reveal dated views of the economic and cultural world in which we find ourselves. I would also have to admit that by about page 378 I was finding the tone a bit shrill. In spite of these areas of concern, I think that Klein might have been one of the earliest authors to tackle some of these issues. Even if some critics feel as though Klein and others like her aren't successfully proposing alternatives to a sort of free market where only the biggest corporate dogs eat and everyone else waits for scraps, the book does accomplish one important task: convincing the reader to rethink the consequences of their buying habits. As a consumer I very often have a choice of what I buy and perhaps more importantly, what I don't buy. I may not always be able to find an option to a shirt made in a Bangladeshi sweatshop firetrap, but at least I am aware enough to seek options.

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