Naomi, thank you for joining us here on cspan2 book tv in midtown manhattan where branding and marketing is big business. Let me begin with your first book, no logo. What did you learn about nike, microsoft and starbucks in branding . Guest its great to be with you and to have this time. When i was writing the no logo it came out at the very beginning of 2000, so its almost exactly 20 years old. The period when i was researching which was the four years before that it was a period where lot was changing in the corporate world and you have the first kind of fullblown lifestyle brand, which is an idea we take for granted now, but these were companies that for the first time were declaring that their Business Model was not sell products, but ideas, a lifestyle, a sense of belonging that they could then extend into kind of self enclosed branded cocoons and sort of sell everything along as it was branded with this logo. Nike was really the first one to do this. They didnt ever owned their f
Which was the four years before that, in the period where lot was changing and you have the first kind of old logo lifestyle brands. Well take it for granted now these were companies for the first time, were declaring their business w by was not to sell products but to sell ideas lifestyle, the sense of belonging they could extend into kind of selff enclosed branded cocoons. They could sell everything as long as it was granted with this logo. So nike was the first one to do this. They didnt ever owney the factories and the main thing that i learned when i was researching, no logo, there was a relationship between the aggressive kind of marketing that was constantly sort of trolling Youth Culture to find the most cutting edge ideas to get into places they never had before like schools to co brand with like Music Festivals and so on it was an inverse relationship between that aggressive marketing and the kind of good jobs that were offered. In the economywa and the way the economy source
Parliament in a damning critique delivered just off to m. P. s arguments over breakfast it descended into what some saw as dangerous and inflammatory rhetoric. But hes pointing to here is the regression of this the oldest parliamentary democracy in the world into tribalistic animalistic behavior the source that weve seen board cost so much televisions across the world at the last month some weeks. Dark times for the British Parliament but good times for banks see the 11000000 euro winning bid was a record sale price for by the secretive street artist. It comes exactly a year after shocks the art world with a painting that shredded itself the moment it was sold. With balloon has since been known as the love is in the bin. Perhaps they say its the artists warning to Britains Parliament not to go the same way. One reason a lot of people have trouble caring about the Global Climate crisis is that it often seems abstract but for millions of people around the world who battle floods linked t
What did you learn about nike, microsoft and starbucks in branding . Guest its great to be with you and to have this time. When i was writing the no logo it came out at the very beginning of 2000, so its almost exactly 20 years old. The period when i was researching which was the four years before that it was a period where lot was changing in the corporate world and you have the first kind of fullblown lifestyle brand, which is an idea we take for granted now, but these were companies that for the first time were declaring that their Business Model was not sell products, but ideas, a lifestyle, a sense of belonging that they could then extend into kind of self enclosed branded cocoons and sort of sell everything along as it was branded with this logo. Nike was really the first one to do this. They didnt ever owned their factories and this the main thing i learned when researching no logo was that there was a relationship between this aggressive the marketing, it was constantly sort of
Parliament in a damning critique delivered just off to m. P. s arguments over breakfast it descended into what some saw as dangerous and inflammatory rhetoric. But hes pointing to here is the regression of this the oldest parliamentary democracy in the world into tribalistic animalistic behavior the sorts that weve seen Border Crossing our televisions across the world over the last months and weeks. Dark times for the British Parliament but good times for banks see the 11000000 euro winning bid was a record sale price for by the secretive street artist. d it comes exactly a year after the shocks the art with a painting that shredded itself the moment it was sold. With balloon has since been known as the love is in the bin. Perhaps they say is the artists warning to Britains Parliament not to go the same way. One reason a lot of people have trouble caring about the Global Climate crisis is that it often seems abstract but for millions of people around the world who battle floods linked