March 2010
Intermediate to advanced
208 pages
7h 23m
English
Content preview from Go Logo! A Handbook to the Art of Global Branding
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Chapter 2
The Two Mega-Categories
of Global Branding
Naomi Klein’s No Logo: Taking Aim at the
Brand Bullies, Eric Schlosser’s Fast Food
Nation, and Robert H. Frank’s Luxury Fever
are but three of a slew of anti-branding
books published over the past few years.
Their collective argument, perhaps most
dramatically characterized by Klein, is that
global corporations are “cocooning” us in
M
ost of the great global brands, of both the societal and commercial per-
suasion varieties, succeed ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.