Marketing Values: Rising to the No Logo Challenge
Paul Marsden, University of Sussex and Brand Genetics
Recent rumours of the death of marketing and the demise of the brand may have been somewhat exaggerated. Nevertheless, few marketers would dispute that their craft is under attack and that brands are on the back foot. Naomi Kleins, the anti-branding bible and bestseller, is but a symptom of an emerging chapter of consumerism that is antagonistic, or at least indifferent, to the marketing machine.