Naomi Klein on how corporate branding has taken over America

[n2doc]

Naomi Klein
The Guardian, Saturday 16 January 2010

In May 2009, Absolut Vodka launched a limited edition line called "Absolut No Label". The company's global public relations manager, Kristina Hagbard, explained that "For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea that no matter what's on the outside, it's the inside that really matters."

A few months later, Starbucks opened its first unbranded coffee shop in Seattle, called 15th Avenue E Coffee and Tea. This "stealth Starbucks" (as the anomalous outlet immediately became known) was decorated with "one-of-a-kind" fixtures and customers were invited to bring in their own music for the stereo system as well as their own pet social causes – all to help develop what the company called "a community personality." Customers had to look hard to find the small print on the menus: "inspired by Starbucks". Tim Pfeiffer, a Starbucks senior vice-president, explained that unlike the ordinary Starbucks outlet that used to occupy the same piece of retail space, "This one is definitely a little neighbourhood coffee shop." After spending two decades blasting its logo on to 16,000 stores worldwide, Starbucks was now trying to escape its own brand.

Clearly the techniques of branding have both thrived and adapted since I published No Logo. But in the past 10 years I have written very little about developments like these. I realised why while reading William Gibson's 2003 novel Pattern Recognition. The book's protagonist, Cayce Pollard, is allergic to brands, particularly Tommy Hilfiger and the Michelin man. So strong is this "morbid and sometimes violent reactivity to the semiotics of the marketplace" that she has the buttons on her Levi's jeans ground smooth so that there are no corporate markings. When I read those words, I immediately realised that I had a similar affliction. As a child and teenager I was almost obsessively drawn to brands. But writing No Logo required four years of total immersion in ad culture – four years of watching and rewatching Super Bowl ads, scouring Advertising Age for the latest innovations in corporate synergy, reading soul-destroying business books on how to get in touch with your personal brand values, making excursions to Niketowns, to monster malls, to branded towns.

Some of it was fun. But by the end, it was as if I had passed some kind of threshold and, like Cayce, I developed something close to a brand allergy. Brands lost most of their charm for me, which was handy because once No Logo was a bestseller, even drinking a Diet Coke in public could land me in the gossip column of my hometown newspaper.

more:

http://www.guardian.co.uk/books/2010/jan/16/naomi-klein-branding-obama-america

[Luminous Animal]

1. That was great.

[AngryAmish]

2. If anyone knows how to push a brand it is Naomi Klein

In fact, this is a true example of irony.

[arcadian]

4. You didn't even read the article

She talks about that for which you accuse her.

[leftstreet]

3. Interesting - given that Brown tried to distance himself from the 'Republican' brand

His signs, bus, campaign literature didn't refer to him as a Republican or a GOPer

He implied he was an 'independent'

[jotsy]

5. There had been a locally owned kiosk in my grocery store until a little Starbucks counter went in.

I have not since spent a dime, not only at Starbucks, but the grocery store as well. That's a loss for them of $5,200 per year. The store I frequent now is an employee owned co-op where prices fluctuate and sometimes, actually go back down.

Hence, my sig line.