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
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