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Word Count: 900
Have you ever been to Nike Town It is as close to hell on earth as any modern shopping experience outside Ikea can conceivably get Inside the gigantic flagship megastore on Oxford Circus ordinary citizens drift lost from themed section trainers to themed section other trainers They stumble into one another like unhappy zombies numbed by the pounding music You see them browsing on shelved displays more trainers many already carrying bags emblazoned with the brands trademark swoosh And nearly all of them are actually wearing Nike trainers even as they shop for more They are Just Doing It Naomi Klein is a brave woman indeed For this is the grim heart of the subject she has undertaken to investigate No Logo contains her findings a riveting conscientious piece of journalism and a strident call to arms Her starting point is a paradigm shift that she identifies as having taken place in the first part of this century corporations changed from selling products to selling brands Coke Nike Disney McDonalds The continuing profitability of these corporations is invested in an immaterial set of brand values in associating their products with a lifestyle Klein doesnt claim that selling snake-oil - or value-added to use the corporate jargon for why the orange tick sewn on to your trainers costs you 60 quid - is a new phenomenon Her project instead is to make clear the extent to which the Brand now supersaturates our everyday lives - and to chart the implications that has for freedom of speech labour relations and ultimately political authority It is axiomatic to Klein that the economic logic of the branded corporations is savagely inflationary Advertising spending is subject to a law of diminishing returns She quotes one ad man saying Consumers are like roaches - you spray them and spray them and they get immune after a while The insatiable search for virgin unbranded space
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