Winner of Canada's National Business Book Award, 2001

There's a bad mood rising against the corporate brands. No Logo is the warning on the label.

Once a poster boy for the new economy, Bill Gates has become global whipping boy. Nike's swoosh — the marketing success of the nineties — is now equated with sweatshop labour, and teenage MacDonald's workers are joining the Teamsters. What is going on? No Logo, an incisive and insightful report from the frontlines of mounting backlash against multinational corporations, explains why some of the most revered brands in the world are finding themselves on the wrong end of a bottle of spray paint, a computer hack, or an international anti-corporate campaign.

No Logo uncovers a betrayal of the central promises of the information age: choice, interactivity, and increased freedom. And as job security disappears, the respectful reverence which corporations enjoyed as engines of the economy is also dissipating — as is their protection from worker and citizen rage.

Equal parts cultural analysis, political manifesto, mall-rat memoir, and journalistic exposé, No Logo is the first book to put the new resistance into pop-historical and clear economic perspective. Naomi Klein tells a story of rebellion and self-determination in the face of our new branded world.

"Energetic and optimistic, Ms. Klein incarnates [her] generation's reinvention of the North American left." The New York Times

"A complete, user-friendly handbook on the negative effects that '90s uberbrand marketing has had on culture, work, and consumer voice." The Village Voice

"No Logo is emblematic of our day...and a handbook for activists of all ages." Jodi Molen, The Progressive

"Klein's dense, fact-heavy book is compelling, enlightening, damning, and a surprisingly good read." Nathan Rabin, The Onion A.V. Club

"[B]y the end of the first chapter you'll be en route to the nearest McDonalds with a crate of Molotov cocktails....[No Logo] is likely to disturb even the most hardened of cynics....[A] powerful read — Chomsky without the paranoia — and, if you have even the slightest interest in popular culture, it's an essential one." Gary Marshall, Spike Magazine

"Klein is a sharp cultural critic, and a flawless storyteller. Her analysis is thorough and thoroughly engaging." Newsweek.com

"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg

"No Logo has been a word-of-mouth sensation, giving voice to a generation of people under thirty who have never related to politics until now. The band Radiohead were so inspired by No Logo that they have banned corporate advertising from their British tour, deeming all venues 'logo free.'...Naomi Klein might just be helping re-invent politics for a new generation." Katharine Viner, The Guardian

As global corporations compete for the loyal hearts, minds, and bodies of consumers who not only buy their products but willingly advertise them from head to toe, from schoolbooks to sporting arenas, a new generation is beginning to fight consumerism with its own best weapons. At once infuriating, provocative, and inspiring, No Logo uncovers the insidious practices and effects of corporate marketing--and the powerful potential of a growing activist movement that is changing the face of the 21st century.

Born in Montreal in 1970, Naomi Klein is an award-winning journalist. She writes a weekly column in The Globe and Mail, Canada's National Newspaper and is also a frequent columnist for the British Guardian. For the past five years, Klein has traveled throughout North America, Asia, and Europe, tracking the rise of anti-corporate activism. She is a frequent media commentator and has guest lectured at Harvard, Yale, and New York University. She lives in Toronto.

Acknowledgments
Introduction: A Web of Brands
1 New Branded World 2
2 The Brand Expands: How the Logo Grabbed Center Stage 27
3 Alt.Everything: The Youth Market and the Marketing of Cool 63
4 The Branding of Learning: Ads in Schools and Universities 87
5 Patriarchy Gets Funky: The Triumph of Identity Marketing 107
6 Brand Bombing: Franchises in the Age of the Superbrand 129
7 Mergers and Synergy: The Creation of Commercial Utopias 143
8 Corporate Censorship: Barricading the Branded Village 165
9 The Discarded Factory: Degraded Production in the Age of the Superbrand 195
10 Threats and Temps: From Working for Nothing to "Free Agent Nation" 231
11 Breeding Disloyalty: What Goes Around, Comes Around 259
12 Culture Jamming: Ads Under Attack 279
13 Reclaim the Streets 311
14 Bad Mood Rising: The New Anticorporate Activism 325
15 The Brand Boomerang: The Tactics of Brand-Based Campaigns 345
16 A Tale of Three Logos: The Swoosh, the Shell and the Arches 365
17 Local Foreign Policy: Students and Communities Join the Fray 397
18 Beyond the Brand: The Limits of Brand-Based Politics 421
Conclusion: Consumerism Versus Citizenship: The Fight for the Global Common 439
Afterword: The Years on the Streets: Moving through the Symbols 447
Notes 459
Appendix 483
Reading List 491
Photo Credits 494
Index 495