Naomi Klein: How Corporate Branding Has Taken Over the U.S. Government
Naomi Klein writes in the Guardian:
Ten years after the publication of No Logo, Naomi Klein switches her attention from the mall to Barack Obama and discovers that corporate culture has taken over the US government.
In May 2009, Absolut Vodka launched a limited edition line called “Absolut No Label”. The company’s global public relations manager, Kristina Hagbard, explained that “For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea that no matter what’s on the outside, it’s the inside that really matters.”
A few months later, Starbucks opened its first unbranded coffee shop in Seattle, called 15th Avenue E Coffee and Tea. This “stealth Starbucks” (as the anomalous outlet immediately became known) was decorated with “one-of-a-kind” fixtures and customers were invited to bring in their own music for the stereo system as well as their own…
