No Logo: Taking Aim at the Brand Bullies is a book by Canadian journalist Naomi Klein. First published by Knopf Canada in January 2000, shortly after the WTO Ministerial Conference protests in Seattle had generated media attention around such issues, it became one of the most influential books about the anti-globalization movement and an international bestseller^{[citation needed]}.

The book focuses on branding, and often makes connections with the anti-globalization movement. Throughout the four parts (No Space, No Choice, No Jobs, and No Logo), Klein writes about issues such as sweatshops in the Americas and Asia, culture jamming, corporate censorship, and Reclaim the Streets. She pays special attention to the deeds (and alleged misdeeds) of Nike, The Gap, McDonalds, Shell, and Microsoft and their lawyers, contractors, and advertising agencies. Many of the ideas in Klein's book derive from the influence of the Situationists, an art/political group founded in the late 1950s.

However, while globalization would appear to be a recurring theme, the topic itself is rarely adressed, and often indirectly. Klein would go on do discuss globalization in much greater detail in her next book, Fences and Windows.

As mentioned, the book is divided into four sections. No Space, No Choice, No Jobs, and No Logo. The first three deal with the negative effects of brand-oriented corporate activity, while the fourth discusses various methods people have taken in order to try and fight back.

The book starts off by tracing the history of brands. Early examples of brands, which were often used to put a recognisable face on factory produced products, slowly give way to the ideas of selling lifestyles. Then, at some point in the late eighties, there was something of an economic crash, and seemingly overnight, corporations began to seriously rethink their approach to marketing, and began to target the youth demographic, as opposed to the baby boomers, who had previously been much more valuable.

The book then goes into great detail about how brand names such as Nike or Pepsi expanded beyond the mere products which bore their names, and how these names and logos began to appear everywhere. As this happened, the brand's obsession with the youth market drives them to furth associate themselves with whatever the youth consider "cool." Along the way, the brands attempt to have their names associated with everything from movie stars and athletes to grassroots social movements.

The books states that large multinational corporations consider the marketing of a brand name to be more important than the actual manufacture of products; this theme re-occurs in the book and helps explain the shift to production in Third World countries in such industries as clothing, footware, and computer hardware.

Also mentioned in this section are the various ways in which brands have muscled their presence into the school system, and how in doing so, they've pipelined advertisements into the schools, and use their position to gather information about the students.

In this section, the Klein discusses how brands use their size and clout to limit the number of choices available to the public. Whether it be through Wal-Mart's colossal status or Starbucks' aggressive invasion of a region, the goal is the same. Each of the major brands wish to become the dominant force in their respective fields. Meanwhile, other corporations, such as Sony or Disney simply open their own chains of stores, preventing the competition from even putting their products on the shelves.

This section also discusses the way that corporations merge with one another in order to add to their ubiquity. On a more sinister note, it allows greater control over their image. ABC News, for instance, it allegedly under pressure not to air any stories that are overly critical of Disney. Other chains, such as Wal-Mart often threaten to pull various products off of their shelves, forcing manufacturers and publishers to comply with their demands. This might mean driving down manufacturing costs, or changing the artwork/content of things like magazines or albums, so they might better fit with Wal-Mart's image of family friendliness.

Also discussed is the way that corporations abuse copyright laws in order to silence anyone who might attempt to criticize their brand.

In this section, the book takes a darker tone, and looks at the way in which manufacturing jobs are being moved from local factories to foreign countries, and particularly to places known as export processing zones. Within these zones, working conditions are very dire, and labour laws are all but nonexistant. In more honest times, such places would be called sweatshops.

The book then shifts back to North America, where the lack of manufacturing jobs has led to an influx of work in the service sector, where most of the jobs are for minimum wage, and offer no benefits. The term McJob is introduced, defined as a job with low wages, poor hours, no benefits and high levels of stress. Meanwhile, the public is being sold the perception that these jobs are "temporary" employment for students and recent graduates, and therefore need not offer living wages or benefits.

All of this is set against a backdrop of massive profits and wealth being produced within the corporate sector. The result is a new generation of employees who have come to resent the success of the companies they work for. This resentment, along with rising unemployment, labour abuses abroad, disregard for the environment and the ever increasing presence of advertising breeds a new distain for corporations.

The final section of the book discusses various movements that have sprung up during the nineties, aimed at fighting back against the corporations. These incude adbusters magazine and the culture jamming movement, as well as reclaim the streets, and the Mclibel trial. Less radical protests are also discussed, such as the various movements aimed and putting an end to sweatshop labour.

The book concludes by arguing that globalization is not an abstract enemy, but a reality, and one that is, at best, morally indifferent, but can be used in order to organize protests and allow communications between different grassroots movements.

No Logo is copyrighted by Klein and was published by a multinational corporation, leaving the author open to charges of hypocrisy^{[citation needed]}. However, there are future plans to put the book under a copyleft license. Additionally, companies have produced goods with a No Logo logo on them (other than her publications, Klein does not endorse nor profit from these products).

After the book's release, Klein was heavily criticized by the pro-market The Economist magazine, leading to a broadcast debate with Klein and the magazine's writers, dubbed "No Logo vs. Pro Logo".

The 2004 book The Rebel Sell (published as Nation of Rebels in the United States), was heavily critical of No Logo, sympathising with Klein's ideals but arguing that the forms of "rebellion" she celebrates are intrinsic to modern capitalism, and thus that their co-optation and branding by corporations is only to be expected.

Some criticised the book for simplifying issues and conflating corporate malfeasance and systemic poverty in the third world with anarchism and identity politics in the first world^{[citation needed]}. However others (and Klein herself) noted that the book, though hardly dispassionate about its subject, is a summary of a varied and diverse movement at one period early in its development, not a single manifesto for change.

The book won the following awards:

• The 2000 First Book Award from The Guardian
• The 2001 Canadian National Business Book Award
• The 2001 French Prix Médiations^[1]

Several imprints of No Logo exist, for example: ISBN 0-676-97130-X (hard cover first edition), ISBN 0-312-20343-8 (hardcover) and ISBN 0-312-27192-1 (paperback). Translations from the original English into several other languages have appeared. The subtitle, "Taking Aim at the Brand Bullies", was dropped in some later editions.

Naomi Klein explains her ideas in the the 2003 40-minute video No Logo - Brands, Globalization & Resistance, directed by Sut Jhally.

• Members of the English rock group Radiohead have stated that the book was particularly influential to them during the making of their fourth album, Kid A (2000). The band recommended it to fans on their website, and considered calling the album "No Logo" for a time.^[2]

• Canadian metal band Inner Surge have also listed Klein's book as an influence on selected tracks from their album Signals Screaming.

• The book was referenced in Robert Muchamore's CHERUB: The Recruit. It was recommended to James Adams by Brian 'Bungle' Evans, and later by Ewart Asker.

• AdBusters
• Marketing
• Positioning (marketing)
• Brand management
• McJob
• Export processing zone
• Maquiladora
• Guy Debord
• Situationist International
• The Big One (1996)
• The Corporation (2003)
• Surplus: Terrorized Into Being Consumers (2003)
• The Rebel Sell: Why the culture can't be jammed (2004)
• Super Size Me (2004)
• PopCo (2004)
• Enron: The Smartest Guys in the Room (2005)
• Thank You for Smoking (2006)

• Official website
• National Business Book Award - No Logo
• Archived copy of Nike's response to No Logo