Marketing Values: Rising To The No Logo Challenge

This article discusses the current backlash against marketing, as exemplified by the popularity of Naomi Klein's best-selling book, 'No Logo'.

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 No Logo1, 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.

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