DVD: No Logo: Brands, Globalization, Resistance
In analyzing how brands like nike, The Gap, and Tommy Hilfiger became revered symbols worldwide, Klein describes how corporations discovered the key to increasing profits lay not in making products (which had been out-sourced to low wage workers in developing countries), but in creating branded identities people adopt in their lifestyles.
Using hundreds of media examples, NO LOGO shows how the commercial takeover of public space, destruction of consumer choice, and replacement of real jobs with temporary work – the dynamics of corporate globalization – impact everyone, everywhere. It also draws attention to the democratic resistance arising globally to challenge the hegemony of brands.
Sections of the film:
• No space: New Branded World
• No choice: brand bombing
• No jobs: The Discarded Factory
• No Logo: Anti-corporate activism & Reclaiming the Streets
• Virgin Stretches the brand
• Cool hunting & the corporatization and co-optation of youth culture.
• Branding and BMW films
• Coke versus Tap Water
• Mickey Mouse Goes Haiti
• Benneton * Political Advertising
• Public versus Private