No logo! - The struggle of the global players for market power - a game with many losers and few winners is the German title of a book by the Canadian journalist Naomi Klein , in which the globalization of brands and the development from traditional manufacturing companies to lifestyle marketing companies pure logo companies, is analyzed. The book, published in English in 2000, is considered to be one of the most influential non-fiction books of recent years and is also known as the "Bible of Globalization Critics ".
With “No Logo!” Naomi Klein became the face and voice of the movements critical of globalization in 2000. Almost overnight she was considered the "most influential person under 35" ( The Times ) through her first book . The British weekly newspaper The Observer described the book as "the new ' capital '" . In 2001, Klein was the youngest author to date to receive the Canadian National Business Book Award for the year 2000.
Naomi Klein describes the "brand madness" among the worldwide "western", i. H. children and adolescents shaped by “ western ” behavior and the mechanisms with which the corporations, the brand owners, keep the addictive greed for these branded goods alive.
The author takes a critical look at economic globalization, such as the relocation of jobs in " sweatshops " in low-wage countries . As production is relocated to increasingly poorer countries with increasingly cheaper labor, the standard of employment in industrialized countries such as B. Social security on the line. The production of branded companies is carried out by nameless contractors in factories that exist for a limited time within tax-exempt or subsidized free trade zones , the logo companies, in particular manufacturers of clothing and sporting goods such as Nike , Gap , Adidas , are limited to the design of branded advertising items. Klein notes that social experiments like " Reclaim the Streets " are being imitated in around twenty countries around the world. Her theses were taken up again in several books, e.g. B. in 2001 published " Schwarzbuch Markenfirmen " or 2006 in "Corporate, Criticism, Campaign!".
Naomi Klein originally signed a contract with the Canadian publisher Knopf , which was then bought by Bertelsmann . The book of the critic of the big corporations thus appeared in the book section of one of the largest media groups in the world. The German edition followed in 2001 and stayed on the bestseller lists for months.
Sociologist Colin Crouch believes Naomi Klein in No Logo! "Brilliantly analyzed" how global companies outsource entire production processes and limit themselves to financial transactions in order to further develop the brand image as a central task largely independent of the actual quality of their products by associating the brand with attractive images, terms and celebrities.
Paul Seabright says No Logo! is characterized by an inconsistency, as Klein on the one hand postulates the omnipotence of large brands, but on the other hand describes a struggle for survival between these brands. However, both arguments could not be correct at the same time. Some of Klein's examples (such as the jeans brand Levi's ) were already weak at the time the book was published.
The book won the Canadian National Business Book Award 2000 , endowed with CAN $ 20,000 , which has been presented annually by PricewaterhouseCoopers together with the Bank of Montreal and the Globe and Mail since 1985, and the Prix Médiations 2001, co-organized by the French Senate . Furthermore, was No Logo among the top five for the Guardian First Book Award 2000 nominated books.
- Naomi Klein: No logo: taking aim at the brand bullies. Knopf, Canada 2000, ISBN 0-676-97130-X .
- Naomi Klein: No Logo! The struggle of the global players for market power. A game with many losers and few winners. From the American by Helmut Dierlamm and Heike Schlatterer. Riemann, Munich 2001, ISBN 3-570-50018-7 .
- No logo homepage on naomiklein.org
- Claudia Riedel: No power to brands! Interview with Naomi Klein in: Die Zeit № 12, March 15, 2001
- Colin Crouch: Post Democracy. Suhrkamp, Frankfurt / M. 2008, p. 52f.
- Paul Seabright: The Company of Strangers: A Natural History of Economic Life . Princeton University Press, 2010, ISBN 978-0-691-14646-1 , p. 28.
- National Business Book Award: 2001 Winner ( Memento of the original from July 14, 2011 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- 2001 Winner No Logo: Taking Aim at the Brand Bullies
- Guardian First Book Award 2000, Special Reports, guardian.co.uk Books