Week 3 EOC: Naomi Klein Corporate Branding

EOC Week 3: Naomi Klein

 

How corporate branding has taken over America.

Naomi Klein is a huge name involved in the anti-brand movement.  Naomi Klein would go on to write a book “The shock doctrine: the rise of disaster capitalism” and “No Logo: taking aim at the brand bullies.” 

Naomi Klein is a contributing editor for Harper’s and reporter for Rolling Stone.  Naomi writes a regular column for “The Nation and The Guardian that is syndicated internationally by The New York Times Syndicate.” Her writing has appeared in The New York Times, The Washington Post, Newsweek, The Los Angeles Times, The Globe and Mail, El Pais, L’Espresso and The New Statesman, among many other publications.

The success of the book to a high standard that it caused some business to prove that the “Brand” wasn’t the “Product.” In an article written explained how the company “Absolut Vodka” would launch a “No-Label” vodka that would prove the company is about quality and not what’s on the outside of the bottle.  Then a “Stealthy Starbucks” would open an unbranded coffee shop. These type of businesses where such multi-conglomerate businesses that they were now running from the brand image they created.

“She was well acquainted with the basic tenet of brand management: find your message, trademark and protect it and repeat yourself ad nauseam through as many synergized platforms as possible.”  The book was written on the idea unlikely trends were connected by a single idea -- that corporations should produce brands, not products. This battle would rage on all through the next few years.  She exposed how branding feeds of such influences as politics, economic factors, and cultural trends. 

www.twitter.com/NaomiAKlein

http://www.huffingtonpost.com/naomi-klein/how-corporate-branding-is_b_427406.html

http://www.naomiklein.org/main