- against multinational corporate interests
- declares that brands mean sweat-shops and human rights abuse
Brands - now symbols of American corporate power
since most of the worlds best known brands are American.
The Editors give no examples in the article.
- Brands contribute a lot to environmental damage.
- Brands have value only where consumers have choice _ (competition between companies is good for consumers)
- Public services - brands don't usually matter
"Brands didn't really exist in the Soviet Union, also people had no say."
my own examples
—Don't give a shit what bc brand i get, it's free.
—Anything free, it doesn't matter
Consumers essentially create a brand. The companies slave away all day trying to figure out what we want. So what's wrong with that. They don't try to design stuff that we would hate.
"Increasingly customers pay more for a brand because it seems to represent a way of life or a set of ideas— companies exploit that"
Nike— "just do it"- they are selling achievement
That does depend on the product and person. From my experience, most people buy product based on quality or cheaper price, rarely noticing the brands. Then there's some that for example, idolizes and bought a specific car because of a movie or the company's history, not necessarily because it's the best car out there.
"Companies deliberately conduct a story around their product"
well yeah its' much more thrilling, so?
"Consumers are hypocritical; irritated at advertisements telling them that pricier things would make them happier yet they, or most search for ways to acquire social cachet"
"...poorest African country has it's clothing markets where second-hand designer labels command a premium over pre worn No Logo"
They give no solid examples of places and cases.
"Power also increases vulnerability...A failed advertising campaign can cause immense damage — loss in customers"
we control them as much as they control us, it's mutual. Naomi declares that they control everything we do, when really we have the money and power.
"Ironically, anti-globalization supporters can use the power of branding against these companies"
agreed, they are extremely hypocritical.
"The more a company promotes, the more they have to seem environmental friendly and ethically robust"
That's because they know that's what the broad audience wants, so we can make brands do, or at least attempt to do good things.
"Branding gives them the power to fight against Branding"