No Logo: Taking Aim at the Brand Bullies

Much of the attention directed at Naomi Klein's No Logo has focussed on the fluently constructed analysis of forces that oppose global transnational corporate capitalism. This should not be surprising given the recent acceleration of anti-corporate activism that so vividly entered the public domain at the end of the last century at the antiglobalization coming out party in Seattle opposing the World Trade Organization. Indeed, given the fervor bought about by the malaise felt towards transnational corporate capitalism it is no surprise to find that Klein is being branded in her own right—as the 'pin-up revolutionary' (according to the Irish Times) of the antiglobalization movement. This gives Klein as ubiquitous a presence as the very brands which are the target of the central thesis of Wo Logo. Such a presence is no doubt a horrific thought for Klein who uses over half of the rather voluminous 490 pages to join the dots of the disparate, yet increasingly, coherent anti-corporate movements (a coherence that can only be aided by works such as No Logo).