Winner of Canada's National Business Book Award, 2001

There's a bad mood rising against the corporate brands. No Logo is the warning on the label.

Once a poster boy for the new economy, Bill Gates has become global whipping boy. Nike's swoosh — the marketing success of the nineties — is now equated with sweatshop labour, and teenage MacDonald's workers are joining the Teamsters. What is going on? No Logo, an incisive and insightful report from the frontlines of mounting backlash against multinational corporations, explains why some of the most revered brands in the world are finding themselves on the wrong end of a bottle of spray paint, a computer hack, or an international anti-corporate campaign.

No Logo uncovers a betrayal of the central promises of the information age: choice, interactivity, and increased freedom. And as job security disappears, the respectful reverence which corporations enjoyed as engines of the economy is also dissipating — as is their protection from worker and citizen rage.

Equal parts cultural analysis, political manifesto, mall-rat memoir, and journalistic exposé, No Logo is the first book to put the new resistance into pop-historical and clear economic perspective. Naomi Klein tells a story of rebellion and self-determination in the face of our new branded world.

"Energetic and optimistic, Ms. Klein incarnates [her] generation's reinvention of the North American left." The New York Times

"A complete, user-friendly handbook on the negative effects that '90s uberbrand marketing has had on culture, work, and consumer voice." The Village Voice

"No Logo is emblematic of our day...and a handbook for activists of all ages." Jodi Molen, The Progressive

"Klein's dense, fact-heavy book is compelling, enlightening, damning, and a surprisingly good read." Nathan Rabin, The Onion A.V. Club

"[B]y the end of the first chapter you'll be en route to the nearest McDonalds with a crate of Molotov cocktails....[No Logo] is likely to disturb even the most hardened of cynics....[A] powerful read — Chomsky without the paranoia — and, if you have even the slightest interest in popular culture, it's an essential one." Gary Marshall, Spike Magazine

"Klein is a sharp cultural critic, and a flawless storyteller. Her analysis is thorough and thoroughly engaging." Newsweek.com

"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg

"No Logo has been a word-of-mouth sensation, giving voice to a generation of people under thirty who have never related to politics until now. The band Radiohead were so inspired by No Logo that they have banned corporate advertising from their British tour, deeming all venues 'logo free.'...Naomi Klein might just be helping re-invent politics for a new generation." Katharine Viner, The Guardian

With a new Afterword to the 2002 edition, No Logo employs journalistic savvy and personal testament to detail the insidious practices and far-reaching effects of corporate marketing--and the powerful potential of a growing activist sect that will surely alter the course of the 21st century. First published before the World Trade Organization protests in Seattle, this is an infuriating, inspiring, and altogether pioneering work of cultural criticism that investigates money, marketing, and the anti-corporate movement.

As global corporations compete for the hearts and wallets of consumers who not only buy their products but willingly advertise them from head to toe--witness today's schoolbooks, superstores, sporting arenas, and brand-name synergy--a new generation has begun to battle consumerism with its own best weapons. In this provocative, well-written study, a front-line report on that battle, we learn how the Nike swoosh has changed from an athletic status-symbol to a metaphor for sweatshop labor, how teenaged McDonald's workers are risking their jobs to join the Teamsters, and how culture jammers utilize spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard ads (as in Joe Chemo for Joe Camel).

No Logo will challenge and enlighten students of sociology, economics, popular culture, international affairs, and marketing.

This book is not another account of the power of the select group of corporate Goliaths that have gathered to form our de facto global government. Rather, it is an attempt to analyze and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable.--Naomi Klein, from her Introduction

Naomi Klein, born in Montreal in 1970, is an award-winning journalist. She writes a weekly column in The Globe and Mail, Canada's national newspaper, and is also a frequent columnist for the British Guardian. For the past five years, Klein has traveled throughout North America, Asia, and Europe, tracking the rise of anti-corporate activism. She often serves as a media commentator and has guest-lectured at Harvard, Yale, and New York University. She lives in Toronto. For more information, please visit her website at www.nologo.org.

No Logo employs journalistic savvy and personal testament to detail the insidious practices and far-reaching effects of corporate marketing--and the powerful potential of a growing activist sect that is already changing the course of the 21st century. First published before the World Trade Organization protests in Seattle, this is an infuriating, inspiring, and altogether pioneering work of cultural criticism that investigates money, marketing, and the anti-corporate movement.

As global corporations compete for the hearts and wallets of consumers who not only buy their products but willingly advertise them from head to toe--witness today's schoolbooks, superstores, sporting arenas, and brand-name synergy--a new generation has begun to battle consumerism with its own best weapons. In this provocative, well-written study, a front-line report on that battle, we learn how the Nike swoosh has changed from an athletic status-symbol to a metaphor for sweatshop labor, how teenaged McDonald's workers are risking their jobs to join the Teamsters, and how culture jammers utilize spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard ads (as in Joe Chemo for Joe Camel).

As Klein notes in her Introduction: This book is not another account of the power of the select group of corporate Goliaths that have gathered to form our de facto global government. Rather, it is an attempt to analyze and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable. Thus No Logo will challenge and enlighten students of sociology, economics, popular culture, international affairs, and marketing.

This book is not another account of the power of the select group of corporate Goliaths that have gathered to form our de facto global government. Rather, it is an attempt to analyze and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable.--Naomi Klein, from her Introduction

No Logo has been a pedagogical godsend. I used it to illustrate contemporary applications of complex cultural theories in an introductory social science sequence. It worked so beautifully, word about the book spread across campus, and other students were begging to read it in their sections of the course.--Bruce Novak, Division of Social Sciences, The University of Chicago

A complete, user-friendly handbook on the negative effects that '90s uberbrand marketing has had on culture, work, and consumer choice . . . An encyclopedic compilation of the decade's fringe and mainstream anti-corporate actions and mind-sets.--The Village Voice

Energetic and optimistic, Ms. Klein incarnates her] generation's invention of the North American left.--The New York Times

The Das Kapital of the growing anti-corporate movement . . . A riveting, conscientious piece of journalism and a strident call to arms. Packed with enlightening statistics and extraordinary anecdotal evidence, No Logo is fluent, undogmatically alive to its contradictions and omission and positively seethes with intelligent anger.--The Observer (London)

No Logo should be read by anyone who thinks that the Seattle demonstrations were an aberration.--The Economist

A brilliant account of how Nike, Starbucks, McDonalds etc. branded the industralised world, and how the most exciting strand of radical politics is now bound up

Born in Montreal in 1970, Naomi Klein is an award-winning journalist. She writes a weekly column in The Globe and Mail, Canada's National Newspaper and is also a frequent columnist for the British Guardian. For the past five years, Klein has traveled throughout North America, Asia, and Europe, tracking the rise of anti-corporate activism. She is a frequent media commentator and has guest lectured at Harvard, Yale, and New York University. She lives in Toronto.

Acknowledgments
Introduction: A Web of Brands
1 New Branded World 2
2 The Brand Expands: How the Logo Grabbed Center Stage 27
3 Alt.Everything: The Youth Market and the Marketing of Cool 63
4 The Branding of Learning: Ads in Schools and Universities 87
5 Patriarchy Gets Funky: The Triumph of Identity Marketing 107
6 Brand Bombing: Franchises in the Age of the Superbrand 129
7 Mergers and Synergy: The Creation of Commercial Utopias 143
8 Corporate Censorship: Barricading the Branded Village 165
9 The Discarded Factory: Degraded Production in the Age of the Superbrand 195
10 Threats and Temps: From Working for Nothing to "Free Agent Nation" 231
11 Breeding Disloyalty: What Goes Around, Comes Around 259
12 Culture Jamming: Ads Under Attack 279
13 Reclaim the Streets 311
14 Bad Mood Rising: The New Anticorporate Activism 325
15 The Brand Boomerang: The Tactics of Brand-Based Campaigns 345
16 A Tale of Three Logos: The Swoosh, the Shell and the Arches 365
17 Local Foreign Policy: Students and Communities Join the Fray 397
18 Beyond the Brand: The Limits of Brand-Based Politics 421
Conclusion: Consumerism Versus Citizenship: The Fight for the Global Common 439
Afterword: The Years on the Streets: Moving through the Symbols 447
Notes 459
Appendix 483
Reading List 491
Photo Credits 494
Index 495