In Naomi Klein’s essay “No Logo” the author tells us about how logos have replaced products, thereby
creating something known as “branding”. Klein tells us about how this started as a means of insuring
that consumers were getting the real deal, not one of the imitator products. And that during this time
period, the primary goal of several companies was the production of goods and services, so that they
could sell these to the public, and this was the “very gospel of the machine age” (Klein 275). And this
remained the core concept, until the eighties, when “a consensus emerged that corporations were
bloated, oversized; they owned too much, employed too many people, and were weighed down with
too many things”(Klein 275). And this caused many company leaders to believe that producing and
being responsible for their employees “began to look less like the route to success and more like a
clunky liability” (Klein 275). And the way that businesses survive is by adapting to the new way the world
works, and this is the reason why many company leaders began the path to a world of nothing but
logos. And all of this started from an idea that was created because of necessity, and then it became
very popular, and now almost all companies now put logos on their products. But that was not the end
of that, because the underlying reason for this was the search for a way to make a company weightless,
and the gospel of this era was as Klein put it, “ whoever owns that least, has the fewest employees on
the payroll and produces the most powerful images, a opposed to products, wins the race”(275). And
the marketing managers of the companies changed the role of advertising “from delivering product
news bulletins to building an image around a particular brand-name version of a product”(Klein 276).
This is what the branding process is, it is when a company, instead of producing products, producing
only images of products. However, this created one problem, when people buy products they expect
that they receive the product that they bought, and the reason this created a problem is due to the fact
that the companies that adopted the branding process got rid of their factories that could produce the
products cheaply. But they came up with a solution, instead of fixing this, they decided to buy the
products that they claimed they produced from company that did not have logos but did have products.
And this is what happens when a company adopts the branding process instead of producing, the
company has to keep making plans to survive, and because of this desperateness they are forced to view
people not as fellow humans, but as dollar signs.
According to Klein, the companies that adopted the branding process, they had to spend most
of their time searching for “the oxygen needed to inflate their brands”(277) , and that because of this
reasoning they made the brand logos become people so that they could receive the...