No Logo, Chapter 2 Summary

In the second chapter of the book NoLogo, the author writes about cultural events. She mentions that bigger logos are made for children, getting younger and younger. Cultural events are the major target for brands. Art used to be art, now it has become art for advertisment's sake. Advertising has become competetive, and is a need. More advertising has started to replace culture, nowdays, advertising is becoming culture. Brands work together with companies as well as with famous stars. One example is Michael Jordon, who wears Nike and therefore made Nike more known all over the globe. Stars, such as singers, are often dressed by certain brands; which makes them more desirable. Nike is one of the major brands that uses sports for branding. After getting a famous person like Michael Jordon to wear their clothes for them, the second step is the destroying of the competitions. They expand and have tried to to open up an agency. The third and last step is to sell the pieces like it was part of the Berlin Wall. Nike, by now, has all products checked. It has toothbrushes, clothes, bathroom materials, school materials, and many more. The highest blueprint for branding, is Michael Quitz. Branding not only has taken over the media, but it has become culture.