Nologo

The book I choose focuses on branding, and often makes connections with the anti globalisation movement. This book is divided into four sections: No Space, No Choice, No Jobs and No Logo. The firstthree sections deal with the negative effects of brand-oriented corporate activity, while the fourth discusses various methods people have taken in order to fight back.
First of all, it has to benoted that I read the 10th anniversary edition, and cannot compare to the original edition, published in 2000. The book looks at the rise of brands and the way they have taken over various aspects ofmodern life. It is split into 4 sections:

No Space – where certain brands have attempted to make themselves ubiquitous, pushing competition to the margin
No Choice – where the companies behind thebrands have gone out of their way to try and protect their brand and ensure that consumers have few alternatives to choose from
No Jobs – the impact on job security, conditions and the outsourcing ofjobs to export processing zones (EPZs)
No Logo – a bit of a hodge-podge of topics, but broadly looking at the rise of anti-globalisation movements.

The third part talks about how First World jobsare outsourced, off shored and subcontracted from the Third World countries. Not only has that, these jobs paid low wages that are not even enough to provide for the basic needs. The section chroniclesthe rise of sweatshops in developing countries. In these countries things have taken a turn for the worse as temporary contracts and part time work are replacing full time secure employment. Today’scompanies see themselves as “wealth creators” not “job creators”. But all of this is leading to a breakdown in the relationship between organizations and their work force, with employees no longerexperiencing a sense of identification with their work or the organization they work for.

The book is surprisingly trans-atlantic. One trepidation I felt in picking the book up was that it was...