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.

No Logo- by Naomi Klein, Chapter 1 Summary

Chapter one in the book No Logo, written by Naomi Klein, talks about an economy’s industry, income, and brands. The more an industry is possible to produce, the higher the income is after all. As brands start to open, the focus seems to drift from the manufacturing, towards the marketing, which is the real goal of all brands. Branding includes the advertising of the project, the sponsorship, and the logo licensing. As more and more brands were asked, the faster the industry had to produce the products. Brand-based products are therefore made mostly in factories. The pseudoscientific formula is used when marketing a product, this process includes the never mentioning of the rivals, large headlines should be used and much space should be left for the ad copies. In the 1940s, brands were seen as “corporate consciousness”. Forty-eight years later in 1988, Philip Morris bought ‘Kraft’ for 12.6 billion dollars, six times the original price. It now was an image, had reputation, and was worth much more; the public became interested. Advertisement spending was now an investment in cold equity. Five years later, in 1993, the Wall Street declares the brand as dead. However, the real problem producers were facing was to create new products constantly; as customers got bored easily. Advertisements were suddenly found everywhere, on cans, food products, toys, and even on telephone lines. The longest running campaign with one face in its advertisement launched in 1954; the Marlboro Man became the new face for Marlboro cigarettes. Klein says that if one cut’s prices on the market, there will be an avalanche, which is the welcoming to the value generation. After the baby boom, mostly found after the major wars the countries had gone through, families bought more brands. Housewife’s wanted the best for their children, and with brands new cleaning and other substances were introduced. Families that had the ability to buy these products only wanted the best. In the olden days it was all about advertising products, now days it is not about advertising anymore, but all about marketing, and image.