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So it seemed that the United States government could solve its reputation problems with brandingits just that it needed a branding campaign and product spokesperson sufficiently hip young and exciting to compete todays tough market Naomi Klein No Logo Not even starting chapter 1 of her book Naomi Klein already shows how she feels towards branding and how it sways the minds of every single individual Her simple style and straightforward approach leave nothing to consideration or deliberation her ideas are straight to the point A great example of how she gets straight to the point is when she uses very famous and popular brands like Nike and Starbucks She knows how to establish her point and create trust within her feelings towards this matter and herself Reading No Logo it is easy to see her point which is belief that brands are taking over our jobs our taste and our humanity This book is how Klein establishes her credibility or ethos within her world-wide readers Naomi criticized branding not because she felt as if there was anything fundamentally wrong with logos she did it because they develop all of these brands Developing a brand you need logos to be designed market products which are created through harsh operations and hardship of workers and communities and how it affects poor middle-class and rich families No Logo showed how the companies get wealthy by branding merchandise they market as a representative of certain values like freedom However the values they speak of such as freedom are highly misleading For example buying some simple tennis shoes like Nike somehow represent freedom which serves as ethos because people tend to believe people they trust and respect Opening No Logos right away you see You might not see things yet on the surface but underground its already on fire No Logos CEOs have products representing freedom however the same shoes that represent freedom are made by a
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